country brand index 2012-2013

Country Brand Index 2012-13

Country Brand Rankings Tomorrow’s LeadingCountry Brands:The Future 15

The Dimensions of a Country Brand

Themes of 2012-13: Leaders at a Glance

The Region Report Future Forward

4 8 40

60 69 93

Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 2

Welcome to the eighth edition of FutureBrand’s Country Brand Index.

The Country Brand Index, or CBI, is a preeminent global study of country brands. We annually measure and rank global perceptions around the world’s nations—from their cultures, to their industries, to their economic vitality and public policy initiatives. The resulting index is a mix of trend reportage, expert findings, data-rich analysis and future-positive prediction.

INTRODUC TION


INTRODUC TION

At FutureBrand, we believe that the future is created one decision at a time. Our decisions relate to the things that are closest to us—where we live, the companies we work for, the products we use. And those decisions are often informed by brands. As a result, brands are among the most important drivers of the future.

The same is true for country brands, but on a larger scale.

As travelers, business leaders, employees, parents and consumers, we make decisions related to countries every day: how we describe our identity, where we choose to live, who and where we buy our products from, where we educate our children, where we set up our companies and where we go on holiday. To the extent that we choose countries in these contexts, our decisions are largely informed by the automatic associations we have with them. For instance, Switzerland is good for banking and watches, Japan is good for cars and electronic goods and Costa Rica is good for coffee and beaches. Our choices are also

informed by how familiar we are with countries and whether we have visited them or not.

Every time we make a decision informed by an association with a place, it creates the future. When you multiply that with billions of people around the world every year, it can create waves that dictate the shape of our lives for decades to come. Just look at new decisions being made by hundreds of millions of new Chinese consumers to buy luxury goods, home appliances and trips abroad. These affect global exchange rates, quality of life and new relationships the world over — many of which are informed by their intention to buy a little bit of other cultures through their brands, capital cities and entertainment.

Our rankings show us what qualities people associate with different places and their strength of perception, giving us a good indication of the decisions they will make in relation to those places today. This will in turn have a positive or negative effect on every country in the future.

But there’s another aspect to our study that goes beyond what people think today. Our global experts look further than existing perceptions of places to understand the broader forces that shape them, and as such, which specific dimensions will come to be the most important drivers of choice in the future. This gives us our Future 15 country brands—a collection of brands that we believe will enjoy the strongest perceptions in years to come.

And finally, because our dimensions examine a balance of perceptions between pleasurable experiences and ethical, environmental and political considerations, we can also show how the strongest future country brands—like the strongest brands of any kind—are those which deliver what we want now as well as what society needs long term.

Country Brands Create the Future


2012–13 Top 25 Country Brands

SWITZERLAND+1 from 20121 32 4 5

11 1312 14 15

6 87 9 10

16 1817 19 20

JAPAN+1

CANADA-1

SWEDEN+3

NEW ZEALAND-2

UNITED KINGDOM+2

FRANCE-4

DENMARK+3

SINGAPORE+2

ITALY-5

AUSTRALIA-1

UNITED STATES-2

GERMANY+4

FINLAND-1

NORWAY+2

MALDIVES+2

NETHERLANDS+5

AUSTRIA0

SPAIN -5

MAURITIUS+2

IRELAND-1

UNITED ARABEMIRATES +2

ICELAND-3

BERMUDA-3

COSTA RICA-121 2322 24 25

INTRODUC TION RANKINGS


that help us assess a brand’s maturity as well as the key challenges it has yet to address. Our HDM also allows for measurements of a country’s relative performance and progress year-to-year. The HDM takes seven areas into consideration: Awareness, Familiarity, Associations, Preference, Consideration, Decision/Visitation and Advocacy.

Global Expert OpinionsAdditionally, we connected with a carefully selected and diverse panel of experts in policy and governance, international relations, economics and trade, international law, national security, energy and climate change, urban and regional planning, immigration and the media. These experts brings a unique point of view to the study of country or regional evaluation. Each participated in individual “deep dive” interviews with the aim of identifying the broader themes and future drivers impacting tomorrow’s country brands.

Our Methodology

Behind our MethodologyThis year’s CBI is based on more research and data than ever before. The 2012-13 report draws its insights from several core resources.

Quantitative ResearchWe started by collecting quantitative data from 3,600 opinion-formers and frequent international business or leisure travelers. Drawn from 18 countries around the world, we tapped their international experience and global perspective to understand today’s landscape, as well as offer a deeper base of relevant information for investors and tourists alike.

We used FutureBrand’s proprietary Hierarchical Decision Model, or HDM, to determine how key audiences—including residents, investors, tourists and foreign governments—perceived a country’s brand, from a baseline of awareness all the way up to brand advocacy. This model offers insights

INTRODUC TION

HIERARCHICAL DECISION MODEL (HDM)

Do key audiences know that the country exists?How top-of-mind is it?

FutureBrand's proprietary model for determininghow key audiences perceive a country's brand.

The basic elements of a country brand'sstrength as we know it today.

The core elements that impact a countrybrand's strength in the future.

AWARENESS

How well do people know the country and its o�erings?

FAMILIARITY

What qualities come to mind when people think of the country?

ASSOCIATIONS

How highly do audiences esteem the country?Does it resonate?

PREFERENCE

Is the country considered for a visit? What about for investment or to acquire or consume its products?

CONSIDERATION

To what extend do people follow throughand visit the country or establish a commercial relationship?

DECISION/VISITATION

Do visitors recommend the country to family, friends and colleagues?

ADVOCACY

GO

VE

RN

AN

CE

INV

ES

TM

EN

T

HU

MA

N C

AP

ITA

L

GR

OW

TH

SU

STA

INA

BIL

ITY

INFL

UE

NC

E

ASSOCIATION DIMENSIONS

FUTURE DRIVERS

TOURISM

Value forMoney

Attractions

Resort andLodging Options

Food

VALUESYSTEM

PoliticalFreedom

EnvironmentalFriendliness

Stable LegalEnvironment

Tolerance

Freedomof Speech

GOOD FOR BUSINESS

HERITAGEAND CULTURE

QUALITYOF LIFE

EducationSystem

HealthcareSystem

Standardof Living

Safety

JobOpportunity

InvestmentClimate

AdvancedTechnology

RegulatoryEnvironment

Skilled Workforce

History

Art andCulture

Authenticity

Natural Beauty

Most Like to Live In


INTRODUC TION OUR METHODOLOGY


Robert Cevero Professor Department of City and Regional Planning University of California, Berkeley:

“The public impression of a country is important as a source of national pride. Invariably, people source part of their own identity from the image of their country.”


Themes of 2012-13: Leaders at a Glance

A Model Nation for a Modern Era 9

Global Symbols of Stability in a Tumultuous World 12

An Iconic Brand in Decline 15

Brand UK 18

The Untapped Power of the PIIGS 21

The Hard Benefits of Soft Power 27

Island Nations on the Rise 30

How Single-Minded Focus Pays Off 35


Backed by a strong value system and stable economy, there’s nothing a peaceful population can’t do.

Switzerland is a nation geared around its people and their needs. As a symbol of economic, cultural and social stability in our tumultuous world, Switzerland shows that the cultivation of freedom, tolerance, transparency and environmentalism can put a country’s brand ahead—even in difficult economic times. After year-on-year growth in the CBI, Switzerland surpasses two-time leader Canada to enjoy top overall honors.

Switzerland’s role as an independent-yet-active member of the international community has given it the flexibility to build productive partnerships and alliances while maintaining its historic neutrality. What’s more, the country is a haven for international organizations, giving Swiss citizens and residents front-door access to some of the world’s most important and influential bodies, including the World Trade Organization, the International Committee for the Red Cross, the

World Economic Forum and the International Olympic Committee.

Based in a particularly strong performance for Political Freedom, Environmental Friendliness and Stable Legal Environment, Switzerland leads in the Value System dimension, following an impressive six-place jump over last year’s rankings.

In contrast to the economic woes and widespread austerity measures of its European neighbors, Switzerland has managed to maintain economic stability and hold its leading position in the Good for Business dimension for the third consecutive year. Though Switzerland’s natural resources are limited, the country’s high-value export industries

ThEMEs Of 2012-13: lE aDERs aT a Gl aNCE

A Model Nation for a Modern Era Switzerland (1)

The United Nations Office in Geneva is one example of an international organization housed in Switzerland—giving residents unparalleled access to major bodies of influence.


have remained competitive, drawing on long-held associations with quality, efficiency and style.

According to the Wall Street Journal, the country’s luxury economy has experienced a boom, thanks in part to an influx of tourists from Asian nations seeking to avoid high import duties.

Ranked number one in the 2012-13 World Economic Forum’s Global Competitiveness Report for its sound institutional environment, excellent infrastructure, efficient markets and technological innovations, Switzerland is also the

leading brand for the 2012-13 CBI’s Investment Climate and Regulatory Environment dimensions. Though it’s yet to be seen if a loss in economic confidence within the Eurozone will catch up with the Swiss economy in the long-term, today, the country is perceived as a world-class destination that continues to draw tourists, residents, businesses and investment.

Switzerland rose one place to become the number one country brand in the Quality of Life dimension overall, with the Swiss commitment to long-term durability helping internalize a national

and personal sense of stability. A strong vision backed by government funding, broad support and public participation has made Switzerland a model for future-focused urban planning and sustainability—as well as the number one brand for Standard of Living and Most Like to Live In.

Apart from improving overall quality of life, these initiatives have drawn global attention to what a cohesive national identity can accomplish.Revered for its natural beauty, Switzerland ranks number two for Resort and Lodging Options and number five for Attractions in the Tourism


Though Switzerland’s natural resources are limited, the country’s high-value export industries have remained competitive by drawing on long-held associations with quality, efficiency and style. Photo: A Swiss-made watch, considered among the best in the world.


dimension. Clearly, it’s a place people want to visit. In fact, Switzerland’s rankings in the Tourism and Heritage and Culture dimensions have increased sharply this year, with History up seven places, Art and Culture up fourteen places and Authenticity up four spots, to number three.

Switzerland epitomizes the enduring country brand, with a favorable economic climate supported by a strong culture and set of values. Understanding the dynamics behind Switzerland’s success will help ensure its longevity and perhaps that of other nations. For now, the country continues to successfully drive demand, relevance, differentiation and authenticity in the face of a rapidly changing world.


Banks such as this one in Bern are staples in the country’s long history of financial, political and cultural stability.

HIERARCHICAL DECISIONMODEL (HDM)

COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance

Stable LegalEnviron.

Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY

Top 60118th 1st Top 60 1st Top 60 1st Top 60 1st Top 60 1stTop 60 1st

Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.

ASSOCIATION DIMENSIONS Rank RankRank RankRank

VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE

TOURISMQUALITYOF LIFE

‘09 ‘10 ‘11 ‘12

1

1

8

1

4

9

13

11

10

11

19

511

2

1

5

5

1

18

10

1

3

10

5

7

2

1

2

1 1 4 41

2

1

1

5

SWITZERLAND

1


Shelter from the storm? Look no further than a holistic set of positive qualities.

Concern around Europe’s financial crisis continues to grow, and with it a decline in confidence among Eurozone economies. Germany is the crucial exception. Its role as an economic driver has not gone unnoticed in the CBI rankings. While the economies of most European Union countries have declined since 2008, Germany’s has grown—emerging quickly from the global

financial crisis to achieve over 3% GDP growth in 2011 alone. Perceived as the number three brand for Investment Climate and Advanced Technology, as well as the number one brand for Skilled Workforce, Germany ranks second overall in the Good for Business dimension. All of these rankings represent significant gains over the past twelve months—meaning it’s clear that perceptions around Germany’s economic climate are as robust as ever.

In contrast to Germany’s role as Eurozone creditor, Sweden has seen economic growth in large part because of its separate currency and ability to

manage fiscal policy independent of its European Union neighbors. That flexibility has paid off for the country, which ranks fifth overall in Good for Business. Sweden’s strong commodities and banking sectors have helped the country emerge from the global financial crisis, ultimately ranking it fifth for Regulatory Environment and twelfth for Investment Climate in this year’s CBI.

Country brand strength is certainly a function of economic strength, but it’s important to recognize that every dimension of CBI works holistically to influence perception. For example, Germany’s critical role in the stabilization of the


Global Symbols of Stability in a Tumultuous World Sweden (4) Germany (7)


COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

4

4

2

2

1

27

22

27

32

28

12

12

4

4

5

35

14

7

4

15

18

12

12

9

1

1

2

2

14

10

21

7

2 5 12 144

SWEDEN

4


European economy may account for an overall improvement in the Value System dimension, in which the country is up three places from last year to rank ninth overall. The country’s Political Freedom perception moved an impressive twelve places ahead to number three overall, while Freedom of Speech improved ten places to number seven. Germany enjoyed improved perception for the majority of the Quality of Life attributes, including Standard of Living, Safety and Most Like to Live In and is the strongest-performing country brand for Job Opportunity. And finally, with a consistent conversion from

Consideration to Visitation to Advocacy, Germany appears to be more than weathering the European storm.

Similarly, Sweden’s economic security and predictability have provided a platform for the creation of a social welfare system that is among the most effective in the world. Residents enjoy a markedly high standard of living that is recognized by the majority of international rankings, including the CBI. This year, Sweden is the number two brand for Value System and number four for Quality of Life. The Organisation for Economic

Co-operation and Development’s Better Life Index consistently ranks Sweden above other member countries in categories that include education, employment, life expectancy and political participation—consistent with the country’s year-on-year CBI performance.

Germany and Sweden have demonstrated how powerful and strong country brands can be in the face of adversity. By creating environments where people can succeed, both countries have worked to drive preference in everything from tourism to investment to consumer goods and talent.


Sweden’s economic security and predictability have made it a globally-recognized pace-setter in everything from life expectancy to political participation.Photo: Stockholm’s iconic skyline and harbor in summer.



While the economies of most European Union countries have declined since 2008, Germany’s has grown—emerging quickly from the global financial crisis to achieve over 3% GDP growth in 2011 alone. Photo: The European Central Bank’s headquarters in Frankfurt, Germany.


COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

3

9

12

6

7

3

2

4

7

5

18

3

3

1

6

7

6

56

7

3

12

8

11

8

5

7

9

5

1

119 11

9 2 7 75

GERMANY

7



COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

9

30

16

14

9

2

7

1

1

1

3

7

2

10

15

31

24

62

20

5

2

18

8

13

14

19

19

15

741

6

14 8 31 515

Even the most stable, promising and iconic country brands can loose strength.

The United States is undeniably one of the most widely recognized country brands in the world. Its belief system and ideals—among them values like freedom, democracy, ambition and individualism—are major cultural exports, alongside its popular destinations. The historic election of President Barack Obama in 2008 fed these brand perceptions, with the so-called


An Iconic Brand in Decline United States of America (8)

The White House in Washington, D.C.—currently home to President Barack Obama. On the cusp of the 2012 presidential election, citizens across the country and around the globe wait to see the political, social and cultural direction of America’s future.

Obama Effect lending credibility and renewed attention to traditionally American ideologies. That same year, brand USA enjoyed significant improvements in perception across a number of CBI measures, namely Political Freedom, Standard of Living, and Most Like to Live In.

However, in the face of successive fiscal crises in both the United States and Europe, the influence and normative values of the West are beginning to lose clout with a global audience. Perhaps as a consequence, the United States brand has declined eight places in the overall index since 2009—a year when the US led across a number

UNITED STATESOF AMERICA

8


of dimensions. Now, on the cusp of the 2012 presidential election, citizens across the country and around the globe wait to see the political, social and cultural direction of America’s future.

This November, the presidential campaign will bring major tensions to the fore, including domestic issues like the economy, unemployment, immigration and same-sex marriage; as well as major questions of foreign policy, the quickly-approaching “fiscal cliff” and a staggering $14 trillion national debt. Interestingly, brand USA’s ranking for Value System—a key measure of the perception of

governance—remains steady at number fourteen. But important attributes like Political Freedom, Stable Legal Environment and Freedom of Speech have suffered slight declines in perception. While perception of the country’s Quality of Life has weakened—including Standard of Living, Job Opportunity and Most Like to Live In—the US may be positioned to regain ground in the coming years. Today, the US holds a steady nineteenth place for the Healthcare System ranking—albeit a surprisingly poor performance for the world’s largest economy. But the nation’s recent healthcare overhaul will see an additional 32 million Americans insured by 2016 through both

Medicaid and private health programs—a fact that may influence the dimension in the future.

Despite prevailing ideals of economic freedom, the US faces huge challenges in an uncertain climate. Recent government interventions have eroded the limits of public spending, with confidence fading in the government’s ability to promote or even sustain open markets—leading many to argue that the current government actively discourages entrepreneurship and dynamic private sector investment. As such, the United States has suffered declining perceptions

ChapTER NaME TITLE OR SUBTITLEThEMEs Of 2012-13: lE aDERs aT a Gl aNCE

Despite recent economic challenges and a volatile social climate, the US is also the number one brand in the world for Preference and Consideration—indicating that the country is both highly esteemed and frequently considered for a visit.Photo: The always-bustling Times Square in New York City.


in the area of Regulatory Environment, where the US fell six places and out of the top ten.

It’s no surprise, however, that US firms are still at or near the forefront of technological advances, especially in relation to computer, medical, aerospace and military technologies. Consequently, the country remains perceived as the second strongest performing brand globally for Advanced Technology–an important measure for any nation looking to cultivate an attractive business climate.

Brand USA saw significant increases in perception in the Heritage and Culture dimension this year, with its History ranking climbing eight places, Art and Culture sixteen and Authenticity thirteen. The US is also perceived as the strongest-performing brand in the world for Preference and Consideration—indicating that the country is both highly esteemed and frequently considered for a visit, investment or purchase of its products. The US is also perceived as the second strongest performing brand in the world for actual visits or the forging of commercial relationships.

The importance of perceptions of the US brand and its vacillation of strength in recent years has not gone unnoticed by either the public or private sector. In fact, the US government enacted its first law addressing country perceptions—the Travel Promotion Act of 2009—to create a dedicated public-private partnership organization, Brand USA, focused on improving the national image of the US. In addition, this year President Obama unveiled the first national strategy on travel and tourism, touting tourism as “the number one service we export.” Such initiatives have sparked the campaign of “Discover America” which posits

a unified, approachable image of the country for global audiences.

As the world’s middle class continues to grow and increases in influence—especially the purchasing power of citizens in countries like China, Brazil and India—the competition for tourists and business will only be fiercer. The White House is attempting to seize this opportunity with its agenda for improved tourism and travel to the US in hopes of stimulating the national economy and improving its global image. The “Discover America” campaign will first target Canada, Japan and the UK, followed by Brazil and South Korea. But only time will tell if these concerted efforts will reverse the decline in ranking of the US country brand or how today’s investments will be reflected in future editions of the Country Brand Index.


It’s no surprise that US firms are still at or near the forefront of technological advances, especially in relation to computer, medical, aerospace and military technologies.Photo: Infinite Loop in Cupertino, California; home of Apple, Inc.



Brand UK United Kingdom (11)

Humanity’s shining moment also celebrates a country regaining its strength. The United Kingdom has seen almost eighteen months of national celebrations and international coverage. From the Royal Wedding in April 2011, to Queen Elizabeth’s Diamond Jubilee in June 2012, to the London 2012 Olympic Games this summer, the UK has captivated millions of people around the world. And seeing significant gains in a country brand’s performance means impacting the lives and livelihood of residents, visitors and potential visitors in significant ways, long-term—a task the UK has eagerly embraced.

Brand UK’s performances for Awareness, Familiarity and Preference are among the highest in the world—a fact that Olympic media exposure will certainly reinforce. But with approximately 900 million opening ceremony viewers, over six million visitors and 100,000 hours of broadcast coverage, the Games were an extraordinary opportunity to showcase British heritage, pageantry and nostalgia—not to mention project a new sense of ambition for a modern Britain.

The opening ceremony, for instance, was widely regarded as a success, bringing Danny Boyle’s celebration of British heritage and culture to life through everything from a parachuting Queen Elizabeth, to dancing NHS patients, to The Beatles and Tim Berners-Lee. This fresh proclamation of British-ness captured the imaginations of visitors and commentators around the world—including the New York Times, who called the ceremony “weirdly and unabashedly British.”

These displays of cultural abundance—everything from music, to fashion, to entertainment and beyond—confirmed brand UK, and

The London 2012 opening ceremony was one of the definitive events in an eighteen month celebration of brand UK.



Anglo-American influence in general, as a cultural icon and fixture in pop culture. While the UK’s performance in CBI’s Heritage and Culture dimension slipped last year, the brand is back up to number five overall—demonstrating an upward trend in strength that was further reinforced by the creativity, humor and diversity of the opening ceremony. Notably, brand UK’s performance for History improved two places to number five, Art and Culture held steady at number five, and Authenticity is up eighteen placed to number twenty two—the UK’s best performance in this attribute since CBI’s inception.

The fanfare and ubiquitous display of the union jack is particularly timely, as this collective of

countries—England, Scotland, Wales and Northern Ireland—face a critical political impasse with the possibility of Scottish independence looming on the horizon. Events like the Olympics offered a very public platform in which the countries could present themselves as a united front to the world, albeit under the geographical entity of team Great Britain, versus the political entity of the United Kingdom.

The United Kingdom faces an uncertain future as the people of Scotland prepare to go to the polls in 2014 for a referendum that could see the country dissolve itself from the United Kingdom, ending a 305-year-old political union. Latent tensions between England and Scotland, as far

Brand UK faces an uncertain future as the people of Scotland prepare to go to the polls in 2014 for a referendum that could see the country dissolve itself from the United Kingdom, ending a 305-year-old political union.Photo: Panorama of Edinburgh, Scotland




COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

8

18

13

10

11

4

10

3

5

3

14

18

10

11

12

5

5

39

22

18

7

35

26

16

10

11

15

16

8

9813

11 11 5 1914

11

UNITED KINGDOM

reaching as the wars of independence 700 years ago, are coming to the surface with the election of the Scottish National party led by Alex Salmond, the leading advocate for Scottish independence. With the pageantry of the Olympics and Andy Murray’s win at the US Open completed, the focus will now turn to the uncertain future of the United Kingdom.

Nevertheless, the United Kingdom continues to garner positive acclaim as a global leader across a diversity of attributes. For instance, 2012 marks the UN’s official International Year of Sustainable Energy for All, as well as the final year in Britain’s first carbon budget. The UK has positioned itself as a willing leader in eco-consciousness, with the London 2012’s Olympic organizing committee delivering the most sustainable Games ever amidst mounting international scrutiny around the environmental impact of major events. The positive impressions created through widespread coverage of the large number of recycling bins across the capital and within the park during the

Olympics will likely reinforce current impressions that the UK prioritizes the environment, with the country's rank for Environmental Friendliness already improving two places this year to number eighteen.

The sovereign state also flexed its natural assets during the 8,000-mile, 70-day Olympic Torch Relay—which spanned the breadth of Britain—showcasing its natural landscapes and urban developments. Climbing an impressive twenty-four places to thirty-nine for the Natural Beauty attribute, it’s clear that perceptions are growing stronger.

Not surprisingly, the UK’s ranking in Tourism enjoyed the sharpest increase in performance this year, moving eleven places ahead to number nineteen overall. Many visitors were pleasantly surprised by hotel availability during the Games—which ultimately led to a widespread drop in prices to stimulate demand. The country achieved a dramatic shift in perception for Value for

Money, jumping from seventy-fourth last year to eighteenth place today. The country’s ranking for Resort and Lodging Options also improved twenty two places to number twenty six.

Like any strong brand, the UK’s reputation is the result of generations of interactions and won’t be radically determined by any one single event. Eight years of country brand research have shown us that perceptions change slowly and over time, but some brands are better equipped to harness new opportunities. China’s country brand, for example, has steadily declined since the Beijing Olympic Games—even though they were widely regarded as a success. The lasting impacts of the UK’s banner year and the challenges to Britain’s identity over the Scottish question are difficult to measure or predict, but the UK is certain to remain a headline in the coming year.



The Untapped Power of the PIIGS Portugal (32) Italy (15) Ireland (21) Greece (39) Spain (19)

Economically troubled, yes. But beautiful (and hopeful), too. Portugal, Italy, Ireland, Greece and Spain represent a grouping of nations defined by the economic crises they share, but also the cultural and natural assets they have to offer. While the term PIIGS has largely been used in relation to each nation’s worsening financial climate (with the exception of Greece), these country brands are not as rapidly in decline as we might imagine. In fact, one of

the qualities they share is an unprecedented opportunity to leverage strong, well defined associations that could enhance their financial competitiveness and return them on a sustainable growth path.

Yes, all five countries are facing crippling debt, macroeconomic imbalances, rigid labor markets and increasing austerity measures. But Italy, Spain and Ireland in particular remain strong, top-twenty-five brands. Greece, on the other hand, has continued on a multi-year downward trend in the CBI, suffering a twelve-place decline in perception to rank it thirty-ninth overall.

Separated only by the Guadiana River, the towns of Alcoutim in Portugal and Sanlúcar in Spain are vivid examples of both countries’ cultural and natural assets.


COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

25

33

24

22

26

20

12

16

29

15

27

47

36

33

36

40

38

77

69

30

48

16

50

32

31

35

37

41

44

2934

30

25 38 61 3635

PORTUGAL

32



COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

88

83

67

77

59

8

3

9

9

8

37

97

63

84

78

6

11

36

63

87

32

23

53

79

87

102

71

85

100

2214

27

72 78 18 4587

GREECE

39


Portugal’s ranking slipped two places this year, but the country faces more declines in the midst of an economic crisis. Downgraded to junk status—or just below the purview of investment—by Standard & Poor’s in January 2012, Portugal’s government follows in the footsteps of Greece and Ireland in seeking a bailout from the European Union and International Monetary Fund. Prime Minister Pedro Passos Coelho has promised to cut spending and raise taxes in order to meet the terms of a 78 billion Euro aid plan. These austerity measures are hurting an economy that already suffered from slow growth rates, and as such, the country’s brand has declined in Good for Business, falling six places to thirty-eighth overall. For Investment Climate and Regulatory Environment, Portugal also experienced declines in perceptions this year.

Similarly, rankings related to Greece’s business climate declined following a fifth year of economic straights. As the country attempts to avoid default, Greece and its creditors are discussing a cut in the face value of its debt—putting the country’s already fragile three-party

A bank in Athens symbolizes Greece’s declining business climate following a fifth year of economic straights.


coalition in a position of placating the public before passing another round of austerity measures. Greece’s Good for Business ranking is now seventy-eighth, with Investment Climate falling thirteen places to ninety seven, Regulatory Environment falling fifteen places to seventy eight, and Skilled Workforce falling seven places to eighty four—all at their lowest levels since the CBI’s inception.

As reported every year in the CBI, country brand strength isn’t directly correlated with geographic

size or economic power. However, a declining economic climate could have real and lasting effects on the quality of life for citizens and residents alike. This is certainly the case for Greece, a nation that suffered its sharpest declines in perception this year in the Quality of Life dimension, falling thirty-four places to eighty seven in the country’s lowest-ranked dimension overall. Inherently connected to a nation’s ability to offer its people gainful employment, quality of life in Greece is significantly impaired by rising unemployment.

The country’s ranking for Job Opportunity fell to a very weak one hundred this year.

Similarly, a quarter of Spain’s workforce is already jobless and close to half of its youth are without work. Spain’s ranking for Job Opportunity accordingly fell four places to forty-sixth, with Most Like to Live In and Standard of Living also suffering significant declines. Once considered some of the most attractive places to live in the world, the PIIGS face the brain-drain of high unemployment

ChapTER NaME TITLE OR SUBTITLEThEMEs Of 2012-13: lE aDERs aT a Gl aNCE

Even though the financial crisis has impacted perceptions around the business climate of these country brands—and for Greece and Spain, Quality of Life as well—the recession has not prevented them from earning some of the strongest scores for Preference and Consideration globally. Photo: View from the island of Santorini, Greece.



rates and the risk of losing their valuable workforces to better opportunities abroad.

Even though the financial crisis has impacted perceptions around the business climate of these country brands–and for Greece and, to a lesser extent, Spain, Quality of Life as well—the recession has not prevented them from earning some of the strongest scores for Preference and Consideration globally. In fact, Italy jumped one place ahead to become the number one country brand for Tourism overall, ranking as the strongest-performing brand for Food and third strongest for Attractions. Italy is also the strongest-performing country brand this year for History, Art and Culture and the Heritage and Culture dimension overall. It’s clear that Italy’s iconic collection of luxury, heritage brands are still considered among the world’s most valuable, with demand growing quickly in Chinese and Indian markets.

The World Travel and Tourism Authority reports that spending among international business and leisure tourists is projected to increase in 2012 in both Portugal and Greece.

Madrid-Barajas Airport is a physical symbol of Spain’s prowess in the Preference and Consideration dimensions, and is one of Europe’s leading airports with a shuttle connection to Barcelona that is also the busiest air route on the continent.


COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

20

31

17

23

19

6

5

6

13

7

4

32

22

36

24

11

4

26

29

34

15

6

24

20

25

25

31

27

46

1410

14

21 24 11 1525

SPAIN

19



COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

21

35

22

25

18

5

8

5

4

4

5

38

23

22

23

1

1

11

19

28

3

1

15

19

23

28

33

22

39

126

10

23 23 1 121

ITALY

15


It’s clear that Italy’s iconic collection of luxury, heritage brands are still considered among the world’s most valuable, with demand growing quickly in Chinese and Indian markets.Photo: Exclusive boutiques in Piazza Filippo Meda, Milan, Italy.



In this year’s CBI, Ireland enjoyed improved perceptions for its Resort and Lodging Options, up twelve places to thirty-five, while Portugal improved its global perception for Value for Money, up fifteen places to number thirty. All of these factors are key indicators of a country’s attractiveness to tourists—and, perhaps, eventual investment.

From history and language to art and cuisine, this grouping of nations is built on a strong foundation of heritage, values and citizenry. The PIIGS are home to some of Europe’s most iconic cities, celebrated cultural attractions and strongest brands—from leather goods and whiskey to high fashion and professional sports teams. Portugal, Italy, Ireland, Greece and Spain represent powerful countries in possession of an inordinate number of assets—all of them ready for the global stage.

A lively scene in the Temple Bar area of Dublin. With almost half of its citizens under the age of 25, Dublin is not only one of Europe’s most youthful cities, but also one of its fastest growing tourist destinations.


COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

27

28

33

30

23

24

30

21

27

27

20

55

24

21

26

13

28

21

17

94

31

75

35

25

22

29

26

31

34

1712

20

26 25 17 5228

IRELAND

21


Brand Scandinavia may be a role model for the world.A country’s soft power is a measure of its ability to attract and shape preferences—through culture, institutions, political values and foreign policy—without coercive forms of persuasion. These countries get what the want through admiration and respect, for everything from values to ambitions to prosperity and openness. For those with soft power, country brand strength is naturally a valuable form of currency.

As is the case for many nations with significant soft power, country brand strength is directly proportionate to quality of life. From progressive politics to freedom of speech, countries geared toward the rights of their people will always score highly. The four nations that constitute brand Scandinavia have traditionally performed very well in the areas of Quality of Life, Value System and Good for Business—key indicators of soft power and its successes.

In this year’s overall index, Sweden jumps to fourth overall, Norway jumps to tenth, Demark climbs


The Hard Benefits of Soft Power Finland (9) Norway (10) Denmark (12) Sweden (4)

Underlying significant cultural events like the Night of the Arts Festival in Helsinki, Finland is considered one of the safest, stablest places to live.


COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

FINLAND

9

11

2

3

4

10

42

33

37

42

36

21

11

11

6

9

48

20

3

6

21

43

19

28

6

4

5

3

6

128

16

8

5 9 16 266


to twelfth and Finland drops one place while still remaining in the top ten. These countries’ reputations are increasingly positive, but what does this strength mean for brand Scandinavia in the international community?

In an era when many nations have prioritized sound global citizenship, brand Scandinavia is an important international player and social model. From Denmark’s ongoing role as host to the Copenhagen Summit, to Sweden’s internationally-renowned welfare system, these nations are committed to freedom, well-being and quality of life—in turn inspiring others to visit or do business.

Sweden is a country of social innovators with the great potential to influence European integration. Marked by moderation, simplicity and efficiency, the Swedish way of life earns a number two ranking for Standard of Living. Everything about Sweden’s brand exemplifies these values, from the simple, clean lines of IKEA furniture to the understated and affordable street style of global fashion brand H&M.

Norway is a model country for its focus on empowering residents. In fact, the country consistently ranks at the top of various international indexes, including the World Happiness Index. Proud of its stability and committed to serving its residents, Norway uses innovative programing to support a welfare state. For example, the country has turned the profits from tightened petroleum regulations to fund social safety nets for its residents. A comprehensive communication plan with the public following last year’s tragic massacre—paired with the quick, efficient response of public health and safety officials—also demonstrated the nation’s ability to pull together, even during a crisis.

Ranked fifth in the world for Value System and fourth for Stable Legal Environment, Finland’s three-party democratic system has been the country’s backbone since gaining independence from Russia in 1917. In the near century since, Finland has updated and improved its infrastructure, boasting high ratings for its social


The Øresund Bridge seamlessly links the cities of Copenhagen, Denmark and Malmö, Sweden. Even with distinct identities, the countries of Brand Scandinavia share many of the same strengths.


COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

6

5

4

3

3

30

36

35

56

38

17

10

12

3

2

30

16

34

21

26

29

34

25

5

3

3

4

3

3

1923

15

3 6 22 232

DENMARK

12


frameworks, environmentalism and health and education efforts. With a history of progressive politics—Finland was first in the world to give women the right to vote—today the country is perceived as the second strongest brand in the world for Environmental Friendliness, fourth strongest for Education System, fifth strongest for Healthcare System and is considered the third safest nation in the world.

Collectively, Sweden, Finland, Norway and Denmark all appear in the top ten for Tolerance, Freedom of Speech, Standard of Living, Safety, Most Like to Live In, Education System, Healthcare System, Stable Legal Environment and Skilled Workforce—making for a staggering regional performance. And while they underperform slightly for some measures of Heritage and Culture, including History, they all enjoy strong performances for Authenticity and Art and Culture. Theirs are unique brands of cultural relevance and influence, most visible in the way each nation treats its residents.


Celebrating a national holiday near the Royal Palace, Norway’s residents can legitimately claim to be among the happiest in the world.


COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

10

3

6

5

8

37

35

36

39

39

25

15

15

9

3

37

18

8

2

17

16

45

23

7

6

6

6

8

21

13

22

12

7 10 15 217

NORWAY

10

Brand Scandinavia is essentially a cultural entrepreneur, bringing its moral leadership and strong example to bare on the international stage. From sponsoring the Nobel Prize, to providing generous foreign aid, to monitoring human rights abuses in the international community, these countries have created the model for cooperative culture in the world.



COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

26

15

27

28

24

56

109

73

28

43

26

17

41

39

22

58

43

2

25

13

20

13

1

12

34

38

22

33

27

2126

22

24 30 24 923

The world’s smallest nations may just enjoy the biggest benefits of flexibility.Small in size but large in might, Mauritius, the Maldives and Bermuda are countries that intelligently leverage their assets. Taking innovative approaches to governance and land management, they’ve been able to tackle significant challenges, draw attention to a number of important global issues, and in turn, drive enough preference to earn consistently high rankings in the CBI year-on-year.

In addition to their exceptional natural beauty, all three islands have managed to build credible and globally connected economies with generous tax structures and favorable investment laws. This, together with a well-developed infrastructure around tourism, has attracted offshore business and business travelers—effectively putting these countries on the map.

Twenty-sixth in the world for Political Freedom and twenty-eighth for Stable Legal Environment, Mauritius’ multilingual population, political stability and reliable legal framework have provided for sound financial regulations and a

MAURITIUS


Island Nations on the Rise Mauritius (20) Maldives (16) Bermuda (24)

20

Mauritius’ beaches and resorts are a major driver for the country’s top rankings in Natural Beauty and Resort and Lodging Options.


robust economic climate. With a Singaporean approach to planning, Mauritius has diversified into one industry after another—beginning with sugar, then textiles, then moving into long-haul tourism. Over the past decade, however, the country has extended itself, parlaying double taxation agreements with more than three dozen countries—most notably India and a number of its African neighbors. Ranked thirtieth overall for Good for Business, Mauritius is perceived as a strong performer for both Investment Climate and Regulatory Environment.

Bermuda has also engineered its offering in an intelligent way, moving from an island nation driven by tourism to a thriving financial center with one of the world’s largest fully-electronic offshore securities markets. As a home for many foreign companies, especially insurance, reinsurance and investment funds, Bermuda has jumped nine places ahead to number twenty-two for Good for Business—making it the country’s strongest association dimension this year. Ranked twenty five or under for Investment Climate, Regulatory Environment and Skilled Workforce, the country’s

reputation for robust, attractive and incentivized business environments is stronger than ever.

Though similar to Mauritius and Bermuda for its natural beauty and tourism industry, the Maldives makes a slightly different contribution to the international community. Former President Mohamed Nasheed has played an important, visible role in the global climate change discussion. Upon his election, he promised to make the Maldives carbon neutral within a decade and famously held a cabinet meeting underwater


Mauritius’ multilingual population, political stability and reliable legal framework have provided for sound financial regulations and a robust economic climate. Photo: Port Louis at night, Mauritius’ capital.



COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

BERMUDA


Bermuda has engineered its offering in an intelligent way, moving from an island nation driven by tourism to a thriving financial center with one of the world’s largest fully-electronic offshore securities markets. Photo: The capital city of Hamilton and its harbor.

24

27

18

21

22

70

88

68

49

54

36

24

26

25

21

39

53

12

31

35

33

31

20

22

39

30

24

25

30

1815

21

22 22 29 2427

24


to emphasize the threat his nation faces from rising seas. As such, the Maldives has earned strong rankings for Environmental Friendliness year-on-year, ranked sixteenth for the attribute in the 2012-13 CBI report.

In addition to their greater visibility on the global stage, these three countries are important players within their individual regions. Mauritius–the CBI's strongest-performing country brand in Africa and member of the African Union and Southern African Development Community—gives investors preferential access to African markets, significantly outperforming its neighbors across every dimension of the CBI.

Bermuda is also perceived as the number one country brand in its region, outperforming its Caribbean and Central American neighbors for Good for Business, Quality of Life and Value System. The nation has capitalized on its location and regulatory environment to attract business from the United States, Canada and the UK in particular.


COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

MALDIVES


A typical island resort in the Maldives, where seaplanes are the most popular—and sometimes only—means of transportation.

51

16

37

42

56

48

73

50

8

21

9

57

61

57

32

94

85

4

10

27

37

39

3

21

77

47

29

43

78

1619 18

34 53 34 2041

16



The Maldives is perceived as the strongest brand in Asia Pacific but also plays an important role in facilitating regional cooperation, particularly between India and Pakistan. As a regional standout in Tourism, the country is perceived third in the world for Resort and Lodging Options, fourth for Natural Beauty and tenth for Authenticity.

Maldives has faced allegations of major human rights abuses this year, with a marked drop in perception around free media and stable politics. After winning the nation’s first-ever democratic election in 2008, President Nasheed became a globally celebrated leader and noted defender of democracy and the environment. However, a coup mounted by rebel police and opposition figures forced him to resign in February 2012. The country has since dealt with an eruption of

protests and instability. This year, the Maldives experienced a fall in perception around its Value System, down seven places to number thirty four in the dimension overall. After a year of positive rankings in 2011, the country fell eleven places to thirty seven for Tolerance, sixteen places to fifty six for Freedom of Speech, and twelve places to fifty one for Political Freedom.

Mauritius, the Maldives and Bermuda have positioned themselves well, demonstrating a brand of resourcefulness and resilience that’s helped them weather 2008’s banking meltdown as well as the European financial crisis. But as the Maldives has shown, it’s critically important to maintain stable governments that uphold the rule of law. In light of this year’s events, the country risks being a place people monitor from afar, rather than visiting in person.

Home to one of UNESCO’s select World Biosphere Reserves, Maldives has made climate change a top priority.Photo: The Maldives anemone fish, a native species in the protected Maldivian reefs.


Three cases prove that when specialized brands are well-managed, the results are incomparable.singapore: small but Mighty

Singapore is indisputably a country that punches above its weight. With just 272 square miles, limited natural resources and a population of just five million, brand Singapore has nonetheless been a high-ranking country throughout CBI’s history. The nation is also ranked first in the world for ease of doing business by the World Bank; number two in the World Economic Forum’s Global Competitive Index; the fourth most livable city in Asia according to the Economist Intelligence Unit; and number eleven in the Economist’s Quality of Life Index. Small, yes. But clearly mighty.

Ranked fourteenth overall in this year’s CBI, Singapore is a powerful example of strong country branding at play.

Once considered as a nanny state, and known for its authoritarian policies, this city-state has repositioned itself as a gateway to Asia for the


How Single-Minded Focus Pays Off singapore (14) UaE (23) Costa Rica (25)

Singapore’s Esplanade—one of the world’s busiest art centers— is one example of the city-state’s investments in tourism.



COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

SINGAPORE

international business community. Perceived as the fourth strongest brand for the Good for Business dimension overall, Singapore is one of the largest financial centers in the world—ultimately seen as a safe, efficient and corruption-free haven for investment and business. Advanced by the visionary leadership of individuals like Minister Mentor Lee Kuan Yew—the world’s longest serving former Prime Minister—Singapore is the second strongest-performing brand in the world for Investment Climate, sixth in the world for Advanced Technology and seventh for Regulatory Environment.

Singapore’s effort to attract a targeted business audience extends beyond just foreign and trade policy; instead, the country is creating a sanctuary for business executives and expatriates alike by investing in initiatives relating to CBI's measures of Tourism and Quality of Life. Ranked eleventh for the Quality of Life dimension overall, Singapore also achieved top ten rankings for Education System, Safety, Job Opportunity and Most Like to Live In.

The deliberate and successful management of brand Singapore has moved the country beyond the role of regional leader, making it a truly global and highly competitive city.

UaE: looking Beyond Oil

Much attention has been given to the United Arab Emirates recently, particularly as onlookers speculate the impact the global economic downtown will have on one of the richest and most quickly-developing nations in the world. Recognizing the need to diversify its offering and create new corridors for revenue and investment, the CBI’s twenty-third strongest brand aspires to leadership across a variety of areas, from the economy to health, education and the environment.

With the vision to be “among the best countries in the world by 2021,” the UAE is already perceived as a strong performer for Job Opportunity, Standard of Living, Quality of Life and improves year-on-year in the measures of Political Freedom

and Stable Legal Environment. With top-twenty rankings for every measure in the Good for Business dimension, the UAE has built a solid and robust business climate for citizens, expatriates and foreign investors alike.

To achieve its goal of being a model country in the future, the UAE is actively investing in its own commercial and tourism ecosystems. A massive construction boom, expanding manufacturing base and a thriving services sector are propelling the UAE into a potential leadership position.


22

13

23

13

27

14

27

14

24

19

23

2

6

8

7

78

41

86

36

16

30

4

27

10

9

14

7

11

10

1513 16

17 4 62 1811

14



COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

46

25

40

19

57

39

65

45

25

34

66

6

7

19

17

57

50

92

38

11

13

20

5

17

20

17

18

13

4

2823 25

33 13 63 1217


To achieve its goal of being a model country in the future, the UAE is actively investing in its own commercial and tourism ecosystems.Photo: Terminal 3 of Dubai International Aiport, opened in 2010.

23

UNITED ARAB EMIRATES



COUNTRY

RANKINGS

Rank

PoliticalFreedom

Tolerance


Freedomof Speech

Environ.Friendly

RegulatoryEnviron.

InvestmentClimate

AdvancedTech.

SkilledWorkforce

NaturalBeauty

History

Art andCulture

Authentic

Value forMoney

Resort andLodging

Attractions

Food

ASSOCIATIONS

DECISION/VISIT

AWARENESS

FAMILIARITY

PREFERENCE

CONSIDERATION

ADVOCACY


Most Liketo Live In

EducationSystem

HealthcareSystem

Standardof Living

Safety

Job Opp.


VALUESYSTEM

GOOD FORBUSINESS

HERITAGEAND CULTURE


‘09 ‘10 ‘11 ‘12

Costa Rica: Reaching for Green

Costa Rica’s vision is simple, compelling and clear: be the first carbon-neutral country in the world by 2021. A relatively small force on the global stage, Costa Rica is carving out a niche that leverages its natural assets. With 80 percent of its energy already generated through renewable sources like water and wind, the country is a recognized pioneer in eco-tourism and a well-established destination for those with sustainability in mind.

Costa Rica’s tourism industry attracts nearly two million visitors per year, making it one of the most visited nations in Central America. Naturally, the country is perceived as a strong performer for Tourism, having climbed eight places to twenty-eighth overall while enjoying top-thirty rankings for Value for Money, Attractions and Resort and Lodging Options. The country earned top twenty five scores for both Natural Beauty and Environmental Friendliness—proving that the country’s natural treasures are a boon for business.

That said, Costa Rica has suffered declines in the Quality of Life dimension, particularly where Healthcare System, Education System, Standard of Living and Job Opportunity are concerned. Costa Rica has planned to achieve its carbon-neutral status through careful budgeting, proactive legislation and the introduction of a certification program for local industry. While its vision is inspired, these carbon-neutral investments will be most successful if they’re able provide the platforms for strengthening key brand measures in the Quality of Life dimension.

COSTA RICA


A relatively small force on the global stage, Costa Rica is carving out a niche that leverages its natural assets.Photo: The principal crater of Irazu Volcano National Park in Costa Rica.

34

23

43

54

42

67

63

67

48

55

33

48

58

69

43

56

42

18

18

14

27

50

30

39

50

56

48

53

68

272824

36 57 30 2851

25


Franz Grady Associate of the EastWest Institute:

“The general misconception is that as a great power you have to dominate in every single field

–economy, military, politics. But in the future, you’ll see a shift towards specialized strengths from countries.”

40© FutureBrand, All Rights ReservedCountry Brand Index 2012–13

Tomorrow's Leading Country Brands: The Future 15

Future Strength Determined by Future Drivers 41

Meet the Future 15 43

Future 15 Country Rankings 44


Future Strength Determined by Future Drivers

Our global panel of experts helped us identify the driving forces that will reshape the global landscape of tomorrow. In collaboration with these experts, we have determined the most critical and indicative drivers of future country brand strength. These six ‘future drivers’ build on CBI's existing dimensions, but allow for future projections of country performance. Each future driver was quantified against specific categories, with the composite score providing the basis of our insights and rankings of tomorrow’s leading country brands.



AWARENESS


FAMILIARITY


ASSOCIATIONS


PREFERENCE


CONSIDERATION


DECISION/VISITATION


ADVOCACY GO

VE

RN

AN

CE

INV

ES

TM

EN

T

HU

MA

N C

AP

ITA

L

GR

OW

TH

SU

ST

AIN

AB

ILIT

Y

INFL

UE

NC

E


FUTURE DRIVERS

TOURISM

Value forMoney

Attractions


Food

VALUESYSTEM

PoliticalFreedom



Tolerance

Freedomof Speech

GOOD FOR BUSINESS

HERITAGE& CULTURE

QUALITYOF LIFE

EducationSystem

HealthcareSystem

Standardof Living

Safety

JobOpportunity

InvestmentClimate

AdvancedTechnology


Skilled Workforce

History

Art andCulture

Authenticity

Natural Beauty





TOMORROw 's lE aDING COUNTRy BR aNDs: ThE fUTURE 15


Our inaugural Future 15 country brands are drawn from around the world and represent nations we’ve identified as having great potential across a variety of areas.

Among the six future drivers that helped identify these countries, Governance emerged as one of the single most important factors. Deeply tied to a country’s Value System ranking, governance includes a government’s ability to effectively implement policies that protect its people and goals, as well as factors like the presence of corruption on a macro- or micro-level. A strong, stable legal framework is also an essential part of this driver, balanced by enforcement mechanisms that are corruption free and reliable. Good governance incorporates a balance of criteria and informs a nation’s vision for the future.

Investment is also tied to the Value System dimension and reflects a country’s financial commitment to its future vision. By supporting infrastructure, education, healthcare, communications, technology and international partnership, a country asserts that it is ready to strengthen its brand.

Human Capital connects to the Quality of Life dimension. Citizenry plays a huge role in the establishment and maintenance of a cohesive national identity, and as such, a population’s strength in education, productivity, health and happiness will undoubtedly impact its progress in the future. Human capital identifies the competencies, knowledge and values underpinning a nation’s vision.

Growth is closely aligned with the Good for Business dimension and represents the current momentum behind a country's growth in population, GDP, exports and more. By understanding a country’s trajectory, we can make informed predictions about its ability to prosper in the future.

Sustainability is also closely linked to the Good for Business dimension, and measures a country’s financial management, resource dependence and adherence to international norms. What’s more, it assesses whether or not a country has developed a strategy for continued success and progress.

Influence is the final future driver, and is closely linked to the Heritage and Culture dimension. Here, we assess a nation’s weight in the global community, via economic, political and cultural influence. This is a key measure of power and often determines global trends in investment, social attitudes, political policies and cultural preferences.

Once again, a high ranking in any one of these dimensions may not guarantee a country’s future success. Instead, a combined commitment across each of these elements can help empower a country to meet its goal and become a global force.



Meet the Future 15

* NUMBERS IN PARENTHESES DESIGNATE OVERALL RANKING


UNITED ARAB EMIRATES 1

ESTONIA 5

COLOMBIA 12

MALAYSIA 3

TURKEY 10

ICELAND 7

KAZAKHSTAN 14

CHILE 2

BRAZIL 9

CHINA 6

INDIA 13

QATAR 4

THAILAND 11

MEXICO 8

VIETNAM 15


As the forerunner in this year’s Future 15, the United Arab Emirates received high scores in several of the constituent future drivers.

One of the country’s strongest indicators of success is the way it capitalizes on its wealth of natural resources, exercising excellent government foresight in surrounding policy and investment. Revenues from oil reserves are invested domestically and abroad in a way that directly impacts the country’s Human Capital score, specifically in education, happiness and productivity. The country’s long-term financial sustainability is promising, to say the least.

Although the country’s size and population are relatively small, the UAE is committed to encouraging and managing growth. In the past year alone, the country's reported gains in population, GDP and exports. Coupled with strategic investments in infrastructure, research, development and trade relations, this growth has created a strong model of success for small nations rich in resources.

Despite this positive momentum, the UAE faces a number of obstacles to becoming a true global leader. The largest and most conspicuous of these issues surrounds the question of wealth distribution. Currently, Abu Dhabi receives an enormous amount of investment, while other parts of the country go unnoticed. Without a fairer system for wealth distribution and investment in the future, societal divisions will grow as quickly as the population’s unmet expectations.

United Arab Emirates (overall rank 23)

FUTURE DRIVERSRANKINGS

FUTURE 15RANKING

GOVERNANCE HUMAN CAPITAL GROWTH SUSTAINABILITY INFLUENCEINVESTMENT

3 9 2 3 48

1

The UAE uses its wealth to manage growth—if only it can address major societal inequities.



A peaceful, democratic country with a respected rule of law and low incidence of corruption,Chile is an exceptional example of governance gone right. Sound domestic investments serve the interests of its people, and innovative programs around education, infrastructure and healthcare have considerably reduced poverty, fostered growth and established Chile’s population as one of the most educated and skilled in South America.

Working toward the target of being a developed nation by 2020, government officials have actively pursued policies that eliminate trade barriers, encourage private investment and improve overall quality of life. As a result, Chileans report deep satisfaction with their lives and demonstrate high levels of civic participation and national pride—despite scoring below average in several OECD categories.

In addition to the progress made towards its 2020 goal, Chile has successfully risen to a position of prominence internationally. An active member

of the United Nations, Chile plays an important role in summits related to human rights, social development, women and the environment. Regional alliances are important to Chile’s economic and political strategy, resulting in its leadership in many facets of South American politics.

In light of its assets and strategic policies, Chile’s barriers to success are very few—but very critical. As a country of 17 million people, Chile’s population may never match that of global heavyweights Brazil, Mexico, China, India or the United States. Moreover, Chile is still heavily dependent on primary resources—which, despite government attempts at the contrary, may limit economic growth in the future.

Chile (overall rank 34)


FUTURE 15RANKING


4 3 11 4 94

2

Chile’s government is making all the right moves in working toward nationwide development.



When it comes to economic reforms,investment and human capital, Malaysia is a state to be mirrored. With an emerging, multi-sector economy driven by exports and supported by a well-developed regulatory system, this Southeast Asian country, long-known for its religious and social tolerance, has quickly climbed its way up the economic ladder. This has helped transform Malaysia from a raw materials exporter to an industrialized country with a highly skilled workforce.

In addition to exports, the Malaysian government has capitalized on the country's unique terrain and animal life to support a thriving tourism sector. Over 15 percent of the world’s species are found on the country’s 127,000 square miles—making it one of the most bio-diverse areas in the world. That said, industrialization, deforestation and rural agriculture threaten this strength.

Building off of its vast natural resources and commitment to economic openness, the government is investing in infrastructure and research and development as it pursues policies to encourage innovation within its workforce.

And finally, Malaysia’s commitment to security has helped the nation create regional alliances—particularly around piracy that could jeopardize shared trade routes as well as the livelihood of its residents.

Malaysia (overall rank 36)


FUTURE 15RANKING


7 2 8 10 123

3

Malaysia’s workforce, tourism and vast resources may just be the secret to its success.



Qatar is yet another small country making its way to the top, thanks in large part to its economic, political and cultural influence globally. Boasting one of the world’s highest per capita GDPs, Qatar has long benefitted from the profits off its vast natural resources—predominantly oil and natural gas. By investing public funds internally and externally, the country has managed to not only strengthen its infrastructure, but also contribute to large-scale projects around the world. Qatar is a prime example of reverse colonialism, investing heavily in markets, businesses and even infrastructural updates within Europe.

In addition to the country’s financial and political influence in Europe, Qatar has played a pivotal role in rebuilding the Middle East and North Africa following last year’s protests in the area. As regional leaders, the Qatari government has supported the people of Libya and pushed the Arab League to support its rebels. Today, the country plays a similar role in the Syrian crisis.

As home base for the well-regarded Al Jazeera news network, Qatar is also respected as an authority on information and events in the Middle East, as well as around the world. Even in sports and entertainment, Qatar has managed to elevate its global role following its winning bid for the 2022 World Cup.

Although human capital may not be Qatar’s strongest asset, the government is focused on improving the well-being of its citizens in the long-term by investing in services that impact quality of life. For that reason, Qataris report a relatively high level of satisfaction and happiness, despite playing little to no role in influencing the country’s policies and political institutions. Regardless, this could be a major obstacle to Qatar’s success in the future, as more and more nations in the region demand opportunities to engage with democratic institutions.

Qatar (overall rank 72)


FUTURE 15RANKING


2 13 1 6 79

4

Qatar’s natural resources pave the way for international prominence.



While most of Europe continues to struggle

crisis and subsequent events, some countries are showing signs of hope and improvement. Despite high unemployment and disputes over energy dependence with Russia, Estonia is a country to watch in the coming years. Investing heavily in infrastructure, trade relations and research and development, this Baltic state could be a future leader in the region.

In the last year, Estonia has increased its information technologies capacity nationally, making it an ideal home for start-ups and tech companies. In turn, this has led to a growing export sector that’s helped integrate Estonia into the global economy and benefit from international trade partnerships. Estonia has also implemented and enforced pro-business policies that promote free market activity based in sound fiscal policy.

have pursued investments in renewable energy resources with the goal of earning energy independence and meeting the environmental protection standards upheld throughout Europe.

to more closely align with the European Union—culturally and politically—while distancing itself from Russia. Moving forward, the government hopes to promote a more transparent and open democratic process that encourages citizens to participate. This move, combined with continued economic growth and internal investment, could make Estonia a model for other Eastern European countries.

Estonia (overall rank 56)


FUTURE 15RANKING


5 6 22 7 85

5

Eager to expand its reach, Estonia invests in itself.

TOMORROW 'S LE ADING COUNTRY BR ANDS: THE FUTURE 15


With an economy that surpassed Japan's to be the second largest in the world in 2011, China is an unmistakable force on the global stage. Traditionally praised for its financial prowess, booming export economy, seemingly limitless human capital and foreign exchange reserves of up to $2.4 trillion, China’s vision for the future will continue to foster growth and sustainability.

China’s reach and influence is expanding as foreign aid and infrastructure development remain important parts of its policy strategy. China gives aid without conditions to secure the resources it needs for development—in turn forging partnerships with great potential.

Internal investment has also helped China develop its capabilities in infrastructure, education and research and development. Over the past decade, the country has moved to diversify into higher

value-added manufacturing and now faces a challenge shifting from export-led growth to an internal, consumer-driven economy.

In the end, however, a rigid political system may be the country’s biggest obstacle to success. By not including citizen participation at higher levels of government or more broadly in decisions that affect quality of life, China may feel the destabilizing effect of unmet expectations among a growing middle class.

China (overall rank 66)


FUTURE 15RANKING


15 10 9 5 110

6

The world’s second largest economy diversifies.



With its identity and natural resources intact, Iceland emerges strong.

Known for its Viking past, off-the-beaten-path attractions and natural beauty, Iceland has made huge strides in turning its economy around after hitting rock bottom in the Eurozone crisis. With strong, stable democratic institutions, a diversified economy, robust fishing industry and strong commitment to human development and social cohesion, this island nation is a micro-model for balanced, well-functioning societies.

Although the population of Iceland doesn’t exceed 320,000, its government continuously pursues policies focused on the quality, satisfaction and competitiveness of its citizenry. Investments in education, infrastructure, healthcare and research and development constitute an important part of public and private spending. In turn, the people of Iceland are among the most skilled and educated in the world. A sense of community is an important foundation for Icelandic society, making its protected, timeless traditions important cultural assets.

In light of its size and location, Iceland’s future will never mirror that of China or India. But the small country is nonetheless capitalizing on its history, culture and location to create durable brand strength. Recently, Icelandair launched a new business initiative offering free stopovers in Iceland when traveling between North American and Europe. Forward-looking business strategies like this will help demonstrate the country’s assets and treasures, encouraging tourism and awareness around a nation that’s taken itself from bankruptcy to thriving economy in a matter of years.

Iceland (overall rank 22)


FUTURE 15RANKING


1 1 20 26 221

7



A country notorious for its criminal organizations, corruption and drug trafficking, the recent political and legal restructuring in Mexico is leaving many experts optimistic about the country’s prospects. Serving as a vital link in the global supply chain, Mexico is becoming increasingly assertive with its foreign policy agenda and continues to diversify its economy through multi-sector development. The fruits of these significant labors can already be seen in a number of areas—like the creation of a highly-developed aerospace industry—as well as the establishment of several important trade agreements.

With nearly 115 million citizens and consistently positive growth rates in population, GDP and exports, Mexico is positioned to become a bigger player on the global stage. Mexico’s location, population, access to resources and development potential—combined with a stabilizing political framework and progress policies—can help push Mexico into a regional leadership position.

However, the country’s poor security, trans-national threats and pervasive corruption pose great barriers to Mexico realizing its potential. To address the debilitating levels of corruption, the government has enacted proactive measures to reform the country’s legal framework and stabilize its democratic institutions.

Poverty and a lack of access to education and training programs are also a systemic problem, leading to a largely unproductive workforce. Increased internal investment in these types of services is critical to Mexico’s success as well as to the happiness of its citizens.

Although growing pains are to be expected in this process, experts are predicting a positive turn for the country’s political, economic and social systems in coming years. If these predictions hold true, Mexico could well become a global heavyweight.

Mexico (overall rank 51)


FUTURE 15RANKING


16 14 3 11 511

8

Mexico is a country striving for a second chance.



Brazil is already on the minds of many investors, politicians and tourists—for very good reason.With steady economic growth, a burgeoning middle class and growing consumer demand, a geography rich in natural resources and beauty and a proactive government eager to play an important regional and international role, Brazil continues to capitalize on its greatest assets.

International recognition and infrastructure continue to grow as this South American powerhouse prepares to host the 2014 World Cup and 2016 Olympic Games. Public amenities and transportation—including the internationally acclaimed Bus Rapid Transit system—will improve in many of Brazil’s key cities, which is important to the staging of these two events as well as for Brazil’s future.

The government has renewed its interest in supporting economic diversity, actively seeking out ways to expand the country’s manufacturing while creating environments conducive to innovation. That said, the government’s tendency

to pursue protectionist policies could discourage business investment in the future. With more liberal business policies, Brazil could help its manufacturing sector grow at a speed comparable to that of its South American neighbors.

Moving forward with nationwide development plans, Brazilian authorities face a major and impossible-to-ignore obstacle: equality and human development. The government has worked hard to create social safety nets for its people, but these investments tend to affect urban and coastal populations exclusively. Economic growth and regional power are certainly key to brand Brazil’s strength in the future, but equality and sustainability must be among its top priorities as well.

Brazil (overall rank 28)


FUTURE 15RANKING


17 4 21 15 214

9

Rich in resources, natural beauty and even possibility, Brazil must focus on its people first.



Turkey is a new favorite in political, economic and cultural circles. Long heralded as a successful model of Islamic democracy, Turkey is proving to be all the more important as other Arab countries seek to redefine themselves following the Arab Spring. Often considered a hybrid with distinct ties to both the Middle East and the West, Turkey continues to vie for EU membership while playing a key leadership role in the region.

Apart from its broad foreign policy initiatives and political aspirations, Turkey is an economic titan with a strong export economy, key connections to Western markets, skilled workforce and evolving rule of law with market and business protections. Economists marvel at the speed at which Turkey’s economy has grown despite a struggling stock market and falling currency. In fact, Turkey’s growth outpaces that of China. Additionally, European workforces have witnessed reverse migration patterns, with Turkish workers choosing to leave low-paying European jobs for skill-training and higher wage opportunities at home.

Tourism is a vital and ever-growing aspect of the Turkish economy, with its historical value and geographical assets appealing to tourists from around the world. Moving forward, it will be important for Turkey to assert itself as a regional leader and strategically leverage this position as a bridge between different areas. Turkey will need to improve its democratic institutions, focus on meeting the needs of its citizens and deal with regional issues in a diplomatic manner—including Syrian refugees—if it hopes to carry more influence globally.

Turkey (overall rank 45)


FUTURE 15RANKING


12 15 19 12 613

10

As the Arab world regains its footing, Turkey emerges unscathed.



As industrialization, human capital and workforce productivity become more pervasive across Asia, different countries are gearing up to take a leading role in its development. With economic ambitions—and the human resources to achieve them—Thailand has the potential to be Southeast Asia’s next major manufacturing hub.

Moving away from a traditional raw material and agrarian economy, Thailand seeks to expand and diversify its economy by developing its manufacturing sector and encouraging tourism. With high levels of government investment in infrastructure and a regulatory environment that promotes private sector development, the Thai government seem eager to specialize as a business hotspot.

To that end, it only took a few months for the country to rebuild and jumpstart its commercial operations following the 2011 flood that destroyed many industrial zones in Bangkok at a staggering $46 billion loss to the country. Additionally, a reinforced drainage and dam system has been

developed to avoid catastrophes of the same nature in the future. This clear commitment to industry and infrastructure resulted in over 99% of the businesses affected by the floods choosing to remain in Thailand.

Thailand’s story proves that stable governance structures that serve the needs of its people are essential to the success and potential of a country.

Thailand (overall rank 26)


FUTURE 15RANKING


11 7 12 20 147

11

As Asia’s economy diversifies, Thailand steps up as a manufacturing hub.



Once a country associated with corruption and drug violence, Colombia has shown the world what effective governance can accomplish in a short amount of time. While security is still a concern for the country, a stable government with popular support has helped Colombia make significant steps in the right direction.

Colombia’s economy is booming, with GDP and export growth rates increasing annually. That’s largely due to the country’s strategy of creating environments conducive to investment while establishing key regional and international trade partners. Within the past year, Moody’s, Standard & Poor’s and Fitch have all taken steps to upgrade Colombia's investment ranking and change its foreign debt rating to stable.

Along with new international confidence in its economic prospects, Colombia has benefited from progressive policies and investment strategies, all designed to improve quality of life for its citizens. Now a model for urban planners

around the globe, notable Colombian city officials have adopted growth strategies that promote social integration and the expansion of educational and professional opportunities for citizens.

By strengthening public transportation systems and creating more public spaces for meaningful engagement, the Colombian government is hoping to increase connectivity and encourage discussions, creativity and national pride. In turn, this may strengthen the country’s economic and political prospects.

And while security will continue to be an issue in the country for years to come, new policies and strategies are beginning to breed stability and prosperity for Colombia’s residents.

Colombia (overall rank 85)


FUTURE 15RANKING


14 16 10 16 1012

12

In a changing, growing Colombia, old appearances may be the most deceiving of all.



Despite facing significant obstacles in the public sphere, India’s growth and influence have helped the Asian giant dominate CBI's Future 15. With a population of nearly 1.24 billion people and some of the highest annual export growth rates in the world, economic success has long been a springboard for India’s rise to power and prominence. What’s more, India continues to wow with its rich culture, historic sites and deep heritage. Indian music, movies and food are found in every corner of the globe.

Education plays a major role in this country’s rise, as do the technical and scientific exchanges encouraged by its government. In the past decade, tech companies have developed strong ties with India, tapping its workforce as they expand within or relocate to the country.

Politically, India maintains an important position, thanks in part to its large population as well as its economic capacity and geographic location.

Situated in a part of the world historically favored by Western governments, India’s policymakers have great potential for global impact.

That being said, India’s government often lacks the stability and foresight necessary for sustainable global prominence. Additionally, an enormous disparity between rich and poor indicates a larger issue of human rights abuses. As the economy grows and an affluent, empowered middle class emerges, these issues will strain the government. If dealt with properly and progressively, India could become a leading economic, political and cultural power in the world.

India (overall rank 42)


FUTURE 15RANKING


23 11 4 17 3 17

13

By investing in infrastructure and education, India proves that even giants have a soft side.



In the midst of a struggling region, Kazakhstan is a Caucasus state showing promising signs of growth—potentially setting the country on a course to lead in the region. Although there are significant barriers to the country brand’s success, Kazakhstan has made a concerted effort to align more closely with its European neighbors over the past few years, acting as a gateway to many important regions. In this capacity, the government has made its intentions known by participating in various international bodies while showing strong adherence to international norms.

Education exchanges have also become a key tool by which Kazakhstan can enrich its existing human capital and expose the world to Kazakh culture and customs. Along with major strides being made in the educational sector, the Kazakh government is investing heavily in healthcare research and development.

Natural resources—oil principal among them—are important to Kazakhstan's economy. In an effort to avoid dependence on oil revenues, the

government has developed a strategy to increase gas production and agriculture. Investments in infrastructure, such as aggressively developing railway and flight paths to key trading partners, are also key indicators of Kazakhstan’s vision. An ability to facilitate the movement of its primary and secondary products through advanced infrastructure is a key indicator of future success.

Kazakhstan has consistently received high ratings in its labor efficiency and ease of doing business indices in recent years—proving a commitment to creating an environment conducive to economic growth. If the Kazakh government continues to implement policies that encourage economic competitiveness, while pushing an inclusive and cohesive national identity backed by a stable, representative system of governance, then this rising star could be an important country to watch.

Kazakhstan


FUTURE 15RANKING


10 8 13 2 1521

14

Strong among its neighbors and eager to grow, Kazakhstan is making strides towards a promising tomorrow.



Widely known for its cultural capital, entrepreneurial spirit and educated workforce, Vietnam is making important strides in its rise to global prominence. As traditional manufacturing spreads to other corners of the Asian continent, Vietnam is exhibiting a new capacity to lead in this sector. With cheap and abundant labor and an economy well positioned for diversification, Vietnam’s potential economic climb seems inevitable. With an export growth rate of 15.1% and a GDP growth rate of 5.9%, the Vietnamese economy is already benefitting from these assets.

But Vietnam has a long road ahead if it is to achieve sustainable growth and a prominent role on the global stage. Drug trafficking, public health concerns and high poverty rates continue to plague the country—and its system of governance leaves room for improvement.

Vietnam will need to shift its focus not only on economic reforms and policies, but also to the needs of its citizens. Internal investment in infrastructure, healthcare, education and research and development—combined with anti-corruption policies and a fairer, more representative legal framework—are crucial to brand Vietnam’s sustainability.

Vietnam (overall rank 69)


FUTURE 15RANKING


18 21 5 18 1718

15

Well known for its cultural assets, Vietnam expands into industry.


© FutureBrand, All Rights Reserved 59Country Brand Index 2012–13 © All Rights Reserved 59

Sadanand Dhume Resident Fellow at the American Enterprise Institute for Public Policy Research:

“There are two levels of analysis for a country: comparing it to its own past and comparing it to its peers.”

The FutureBrand Country Brand Index 2012–13

Country Brand Index 2012–13

Middle East and North Africa 61

Europe 62

Latin America 63

Africa 64

Asia Pacific 65

Country Brands in a State of Decline 66

The Region Report

© All Rights Reserved 60The FutureBrand Country Brand Index 2012–13


Middle East and North Africa The Middle East and North Africa (MENA) is a region in flux. A land of iconic destinations, historic landmarks and cultural icons, it’s also home to countries facing difficult living conditions, massive unemployment, restricted civil liberties, war, violence and widespread political corruption.

While the full effects of the Arab Spring are still developing, our experts predict that this massive historical event will be a catalyst for a continued wave of democratic transitions across the region. Additionally, as new energy sources continue to be discovered elsewhere in the world, MENA nations will begin to loose leverage over their country counterparts – issuing a challenge to innovate and diversify.

New democracies and economic diversity present countless opportunities for nations to elevate their standing—particularly in a region of largely underdeveloped country brands.

After six decades of military-backed autocracy, 2012 ushered in a new era for Egypt, with its first democratically elected president, Mohamed Morsi. Tasked with defining the future of the country, President Morsi has vowed to fulfill the goals of the Egyptian revolution through freedom and democracy. Despite recent fallbacks—including

As a Future 15 brand in this year’s CBI, Qatar performs strongly across all six of our future drivers of strength, especially in its economic, political and cultural influence. Qatar has shown its potential as a regional leader, playing a pivotal part in rebuilding the Middle East and North Africa after last year’s

Tunisia is a country brand on the rise, with a growing open economy, a wealthy, qualified diaspora community and a successful transition to democratic rule. As the country behind the Arab Spring, today it's focused on building a new order that balances the freedoms of democracy and religion while delivering on a growing desire

2011’s economic downturn and widespread censorship during citizen protests—Egypt’s wealth of educated, job-seeking young adults are creating a prime business and investment climate. Egypt’s continued success will depend on investment security, access to resources and a strong legal framework.

widespread civil unrest and taking an ongoing role in addressing the Libyan and Syrian crises. Additionally, as the home base for the well-respected Al Jazeera news network and host nation for the upcoming 2022 World Cup, Qatar is gaining ground in media, sports and entertainment.

for freedom, equality and justice. With a moderate Islamist party in power, a constitutional assembly in office, an increasingly educated society and a strong middle class, Tunisia is a bright spot in the region—and proof of the influence citizens can have on their country’s future.

* Shown in alphabetical order

ThE REGION REpORT

EGYPT (58)

TUNISIA (91)

QATAR (72)

ON ThE RIsE


THE REGION REPORT

As a Future 15 country on the rise, Estonia is a

model for other Eastern European countries.

Building positive momentum from economic

turmoil, Estonia’s investments in infrastructure,

trade relations and research and development have

positioned this Baltic state as a future powerhouse

and regional leader. Considered a haven for start-up

Iceland is both a Future 15 country brand and

a country with some of the strongest positive

momentum in the region, having carved a path

from bankruptcy to a thriving economy in just a

matter of years. With strong and stable democratic

institutions, a diverse economy supported by a

robust fishing industry and a commitment to human

development, this island nation is a micro-model

A global Future 15 country, Turkey is also making

great strides in its region—making it a country brand

to watch. Long heralded as a successful example

of Islamic democracy, Turkey balances its distinct

Middle Eastern roots with political and economic

foundations based in Western models. While Turkey

continues to campaign for EU membership, it also

businesses and tech companies, Estonia’s export

sector growth has enabled full integration in the

global economy. While the country has made

of the EU, its volatile relationship with Russia could

hinder future growth.

of what a well-functioning society looks like. To

maintain these strengths, Iceland’s investments in

the competitive spirit, productivity and happiness of

its citizens should be national priorities constituting

a significant portion of public and private spending.

While Iceland may never be as influential as China or

India, capitalizing on its history and culture will drive

durable brand strength.

plays an important leadership role in the MENA

region as member countries redefine themselves

in the aftermath of the Arab Spring. As an

economic titan with a strong export economy, key

international partnerships and an educated, skilled

workforce, Turkey has a bright future ahead.

ON THE RISE * Shown in alphabetical order

EuropeGenerally recognized as a region where people are free to live openly, Europe is home to a large number of mature and positively perceived country brands. Once symbolic of the very values essential to modern society, Europe has recently faced rising sovereign debt levels, an economic downturn and a decline in the overall standard of living—impairing the region’s ability to impact and influence the international community. Our experts predict that, without an injection of innovation and entrepreneurial spirit, the Eurozone will continue to contract, conservative policies will rise and normative power will be lost. Overall, however, Europe continues to reign as a niche power in high-tech products, military intelligence

TURKEY (45)

ICELAND (22)

ESTONIA (56)


ThE REGION REpORT

As this year’s number two Future 15 country

brand, Chile exemplifies what stable governance

and internally-focused investment can do for the

prosperity of a nation. Steadily working towards its

goal of being a developed nation by the year 2020,

Chile has already started eliminating trade barriers,

encouraging private investment and improving

Peru is a country on the rise—with its stable political

climate, interest in free trade agreements, growing

investments, large natural gas reserves and focus on

securing educational opportunities for its residents.

In a bid to make exports more competitive while

increasing the private sector’s involvement in public

projects, Peru’s government will award significant

Democratic and progressing steadily, Uruguay

enjoys consistent economic growth, increasingly

strong ties with Europe and numerous free trade

agreements. In a move that reinforces its role

as a country on the rise, Uruguay's status was

upgraded to investment grade by both Moody’s and

Standard & Poor’s in the past twelve months. Citing

strengthening economic performance, this boost

the lives of the Chilean people. A leader in Latin

America and a global powerhouse in the making,

alliances and partnerships are an important aspect

of Chile’s economic and political strategy. The

country is an active member of the UN and plays an

important role in summits relating to human rights,

social development and the environment.

contracts for mining, roads, airports and natural gas

pipelines to private companies over the next twelve

months. While overall momentum is positive, Peru’s

persistent issues in the illicit drug trade, violent rebel

activity and child labor need to be addressed before

it can make significant, lasting gains.

means institutional investors are increasingly

open to involvement in Uruguay. In a move that

could shift the country from agenda taker to

agenda setter, its agricultural output may soon

be supplemented by a legalized marijuana trade

following the government’s unveiling of a security

plan that takes a fresh approach to the war on drugs.

ON ThE RIsE * Shown in alphabetical order

Latin AmericaOver the past ten years, Latin America has developed a strong sense of collective identity. While individual member countries vary in their histories, economies, societies, politics and overall brand strength, they largely share a desire to build a strong and successful future. Despite battling issues around safety, economic stability and social stratification in the past, two decades of relative political calm have allowed the region’s countries to positively and effectively address these concerns. With the recent discovery of energy reserves, Latin America has also become home to growing investment and consumer markets. Increasingly seen by the world as a partner and a growing global influence, our experts have touted Latin America as “the region to watch.”

URUGUAY (52)

PERU (40)

CHILE (34)


With consistently high CBI ratings each year,

Namibia demonstrates a significant amount of

future potential, particularly within its own region.

With democratic institutions and a stable political

environment, diverse wildlife and large amounts

of mineral-rich, available land, Namibia is well-

positioned for continued forward momentum.

Home to abundant oil reserves and other valuable

agricultural resources, Africa’s most populous

nation is rapidly gaining ground in the region.

Understanding the importance of infrastructure

investment for future growth, the Nigerian

government recently signed an agreement to

build enough oil refineries to safeguard processing

Senegal’s visionary leadership have been the force

behind its trusted democratic institutions, stable

economy, advanced infrastructure, educated

population and mineral-rich land—ultimately putting

it on the map as a strong player in Africa. With an

active, engaged population, Senegal wants to play a

more prominent international role.

While it is the driest country in sub-Saharan

Africa, a newly discovered water source may hold

the potential for major impact on the country’s

forecasted development. Barriers to Namibia’s

success include its relatively small population and

the public health issues they face.

capabilities for the future. The government also

explored solutions to support its goal of giving birth

to the first generation of HIV-free babies in recent

times. Despite some skepticism, Nigeria’s state

minister of health says that expanding healthcare

operations, public education and a proposed anti-

discrimination legislation may make that possible.

The country was recently recognized as a key

partner in the fight against the growing threat

of West African extremism. However, high

unemployment, unfavorable business conditions,

an unstable power supply, food insecurity and

widespread poverty present significant obstacles

that need to be overcome for further progress.


ThE REGION REpORT

AfricaThroughout CBI’s eight-year history, almost every African country brand has underperformed, indicating lingering, poor perceptions of this largely under-developed continent. Decades of devastating disease, malnutrition, corruption, civil unrest and war—alongside a burgeoning population and poor capital infrastructure—have put the region up against significant odds. That said, it is an area with tremendous potential.

Our experts have been quick to point out Africa's untapped assets—from an abundance of agricultural resources to a growing middle class, and countless other opportunities for growth. And while our Future 15 does not include an African country brand this year, a number of up-and-coming standouts are worth noting.

SENEGAL (90)

NIGERIA (109)

NAMIBIA (48)


Rich in minerals, politically mature and home to a

fast-growing economy and middle class, Indonesia

is on track to be an important player in the region.

In line with its strategy to make Indonesia one of the

world’s ten biggest economies by 2025, January

2012 saw the country regain its investment grade

from Moody’s for the first time since the Asian

In a world moving towards an improved economic,

political and social order through openness, equality

and shared wealth, the Philippines is poised to

take on both a regional and global leadership role.

Through strong partnerships with other powerhouse

countries and policies rooted in the principles of

democracy, human rights and good governance,

The number fifteen country brand in the Future 15,

Vietnam is widely recognized for its cultural capital,

entrepreneurial spirit and educated workforce. A

rising star in the region, Vietnam shows signs of

its potential as a leading source of manufactured

goods in Southeast Asia. With cheap, abundant

Financial Crisis of the late 1990s. In a bid to boost

economic growth and enhance its sovereign credit

rating, the country continues to invest in infrastructural

improvements. Indonesia has also forged valuable

trade partnerships with other emerging countries,

including a fellow rising star, Nigeria.

the Philippines is considered a friend to all and an

enemy to none. Additionally, in an effort to reach

economic growth targets and address the challenges

facing its citizens, the government has bolstered

social sector spending and approved public-private

partnerships to build much needed infrastructure.

labor and an economy positioned for diversification,

Vietnam’s continued economic growth is imminent.

That said, achieving goals of sustainable growth and

a prominent international role depends on how the

country addresses key issues—from its illicit drug

trade to high poverty rates.


ThE REGION REpORT

Asia PacificA thriving juxtaposition of culture and commerce, the Asia Pacific region is as diverse as it is wide. Birthplace to some of the world’s best performing companies, brands and products, the region is also home to a significant number of country brands that may be the powerhouse leaders of tomorrow.

Although the area is still in flux and confronting uncertainties, experts have contended for some time that the economic center of the world is shifting towards this region. Our experts went one step further, describing Asia Pacific as “the most promising and dynamic region that the world has to offer.”

VIETNAM (69)

PHILIPPINES (95)

INDONESIA (78)


Country Brands in a State of Decline

Strong country brands come in many shapes and sizes, but they share positive associations in a few key areas: a reliable legal framework that protects citizens and businesses; a corruption-free body to enforce that framework; a political structure that permits and encourages public participation; and a reliable, transparent government devoted to advocating what’s best for its people. No matter its resources, capital or power, a country’s brand is often understood and judged based on these foundational underpinnings. The following are examples of country brands struggling to overcome their perceptual barriers.

Located at the crossroads of the strategically

important regions of South Asia, Central Asia and

Western Asia, Pakistan is home to several ancient

cultures. But, its history has also been characterized

by periods of military rule, political instability and

conflicts with neighboring countries. Poverty,

violence and human rights shortcomings have lent

themselves to debilitating levels of ethnic conflict

Like its fellow declining country brands, Paraguay

is plagued by corruption, an unstable government

and a fragile infrastructure. In 2012, Paraguay’s

senate swiftly voted to impeach left-wing President

Fernando Lugo. The event caused widespread

concern and unrest, with other Latin American

governments quick to denounce the move as a

Russia is a country with a rich history and many

assets—including abundant natural resources, an

educated workforce, high levels of investment and

a truly global financial market. At the same time,

Russia’s elite-controlled political power, corruption,

censorship and underdeveloped legal system have

among Pakistan’s people, while an often-

radical government has proven resistant to

outside ideas. Declared a nuclear weapons

state, Pakistan is predicted to soon have the

fifth largest nuclear arsenal in the world—

a development that adds tension to its

relationship with the international community.

parliamentary coup and an attack on constitutional

government across the continent. Since being

suspended from the regional trade bloc, Paraguay

has faced ongoing reputational challenges around

the world. Government stabilization and the

development of basic infrastructure would help

slow decline for both the country and its brand.

impeded its overall transformation. With excessive

bureaucracy, a desire for centralized control and

antiquated Soviet structures, Russia is failing to keep

up domestically and abroad—and lacks the key

foundational elements it needs to transform into a

modern powerhouse.

RUSSIA (83)

PARAGUAY (104)

PAKISTAN (117)


ThE REGION REpORT


Once celebrated for its archeological riches, vibrant

historical sites and hospitable culture, Syria fell into

total free fall 18 months ago when citizens began

protesting their oppressive government. Despite

mounting international pressure, President Bashar

al-Assad has unapologetically used brutal force in

response to growing unrest and rebel activity in

the country, with authorities reporting over 17,000

In the face of ongoing criticism from the

international community, Uzbekistan’s policies on

human rights and individual freedoms are cited as

worst practice examples in the world. Widespread

reporting of the torture and mistreatment of

detainees, arbitrary arrests and the prevalence

of forced labor—especially during cotton harvest

season—have led to human rights watchdog groups

to define the country as an authoritarian state with

people killed. Despite any divided opinion on how

to handle the worsening crisis, the international

consensus remains that the violence must end

with Bashar al-Assad removed from power.

Unfortunately, even if this happens in the near

future, it will take at least a decade to rebuild both

the country and its reputation.

limited civil rights. And while there is technically

a Uzbek president, the governance model

resembles more of a dictatorship—with President

Islam Karimov winning every election held,

and opposition parties banned from running for

office. The result? An environment where citizens

are neither protected nor free to live their lives

as they choose.


ThE REGION REpORT

UZBEKISTAN

SYRIA (111) Country Brands in a State of Decline


Alexander Cooley Department Chair and Professor of Political Science Barnard College,Columbia University:

“As countries grow and define themselves—as they become more in tune to the notions of status and prestige—they’re going to want to have metrics to demonstrate these strides.”


The Dimensions of a Country Brand

The Association Dimensions 70

Value System 71

Quality of Life 75

Good for Business 79

Heritage and Culture 83

Tourism 87


The Association Dimensions

A country’s brand is closely tied to the full spectrum of factors that impact an individuals’ decision to choose one country over another—from values and quality of life, to economy and culture. The world’s strongest country brands are multifaceted and perform well across several dimensions, while the world’s weakest country brands do not have recognizable profiles in any dimension. The following pages take a deeper dive into the five key dimensions that comprise a country brand: Value System, Quality of Life, Good for Business, Heritage and Culture and Tourism.

ThE DIMENsIONs Of a COUNTRy BR aND



AWARENESS


FAMILIARITY


ASSOCIATIONS


PREFERENCE


CONSIDERATION


DECISION/VISITATION


ADVOCACY GO

VE

RN

AN

CE

INV

ES

TM

EN

T

HU

MA

N C

AP

ITA

L

GR

OW

TH

SU

ST

AIN

AB

ILIT

Y

INFL

UE

NC

E


FUTURE DRIVERS

TOURISMVALUESYSTEM

GOOD FOR BUSINESS

HERITAGE& CULTURE

QUALITYOF LIFE

Value forMoney

EducationSystem

Attractions


Food

PoliticalFreedom



Tolerance

Freedomof Speech

HealthcareSystem

Standardof Living

Safety

JobOpportunity

InvestmentClimate

AdvancedTechnology


Skilled Workforce

History

Art andCulture

Authenticity

Natural Beauty






A country’s values are the foundation for its success and a fundamental component of brand strength. When a country is recognized as a place where people are free to live openly, where the rule of law is respected and upheld, where businesses can thrive and institutions are trusted, its brand is positioned to grow and prosper. As values that are essential to modern society and crucial in the development of credible country brands, the 2012-13 CBI ranking for Value System includes Political Freedom, Environmental Friendliness, Stable Legal Environment, Tolerance and Freedom of Speech.


Value System

As would be expected, our top overall brands are often well represented in the Value System dimension. But this year, a new—though perhaps unsurprising—leader reigns. Switzerland jumped six places to number one, overtaking Sweden to be the country brand with the most positive perceptions globally around Value System. A peaceful, neutral, stable and free country with a strong focus on environmental sustainability, Switzerland is perceived as the strongest-performing brand for Political Freedom, Environmental Friendliness and Stable Legal Environment. Brand Scandinavia also demonstrates strengths in each measure of this

The Federal Palace of Switzerland in Bern is among the most iconic symbols of legal stability in a country renown for its rule of law.


ThE DIMENsIONs Of a COUNTRy BR aND VALUE SYSTEM

dimension, proving to be a collection of countries that uphold the rule of law, protect civil rights and prioritize sustainability. And by collectively committing to be carbon free by 2050, the Scandinavian nations will continue to dominate in this arena.

A country’s stability plays a huge role in its brand strength, often because it indicates healthy markets that are secure enough to draw investment. For our top-performing Value System brands, that is certainly the case. With the exception of Spain, Italy and Portugal, all of the top twenty five brands in this dimension rank well in the area of Safety.

By contrast, Colombia is one of the dimension’s rising stars. Despite an illicit drug trade and internal security issues stunting the nation’s progress, Colombia’s booming economy and stabilizing government have helped the country jump an impressive twenty one places in the dimension overall, twenty eight for Freedom of Speech, and twenty four for Stable Legal Environment.

While China has traditionally underperformed in this measure, its strong economic performance and ability to attract investment have helped improve perceptions in the Value System dimension. Improving thirty three places, the country is now ranked sixty-sixth overall—an

indicator that the Chinese people are becoming more concerned with the heavy ecological cost of their economic development. As such, China made significant gains in the areas of Environmental Friendliness, Political Freedom, Tolerance and Freedom of Speech.

The weakest performing country brands in the Value System dimension share similar obstacles, including political corruption, violence, restricted civil liberties, economic volatility, poor infrastructure and this year, violent social conflicts. The weakest country brands in this dimension include Pakistan, Afghanistan, Iran, Syria and Morocco.

The Arab Spring played a significant role in this dimension last year, with a number of Middle Eastern and North African nations seeing declines. While Bahrain, Oman, Lebanon and Libya have made gains in global perceptions of their value systems this year, Syria remains in a state of crisis and conflict, falling another eight places to one hundred and fifteenth overall.

VALUE SYSTEM TOP 25

* DATA IN PARENTHESES DEPICTS MOVEMENT FROM LAST YEAR

overall rank1 SWITZERLAND (+6) 1

2 SWEDEN (-1) 4

3 DENMARK (-1) 12

4 NETHERLANDS (+4) 18

5 FINLAND (-2) 9

6 CANADA (-1) 2

7 NORWAY (-3) 10

8 NEW ZEALAND (-2) 5

9 GERMANY (+3) 7

10 AUSTRALIA 6

11 UNITED KINGDOM (+2) 11

12 AUSTRIA (-1) 17

13 JAPAN (+3) 3

14 UNITED STATES 8

15 ICELAND (-6) 22

16 FRANCE (+1) 13

17 SINGAPORE (+2) 14

18 BELGIUM (-3) 31

19 ESTONIA (+15) 56

20 MALTA (+6) 38

21 SPAIN (-1) 19

22 BERMUDA (-1) 24

23 ITALY (-1) 15

24 MAURITIUS (+4) 20

25 PORTUGAL (-2) 32


dimension rank

overall rank

1 switzerland 1

2 Finland 9

3 Norway 10

4 Sweden 4

5 Denmark 12

6 Canada 2

7 Japan 3

8 New Zealand 5

9 Germany 7

10 Netherlands 18

11 Australia 6

12 Iceland 22

13 Singapore 14

14 Austria 17

15 Mauritius 20

dimension rank

overall rank

1 switzerland 1

2 Netherlands 18

3 Germany 7

4 Sweden 4

5 Canada 2

6 Denmark 12

7 New Zealand 5

8 United Kingdom 11

9 United States 8

10 Norway 10

11 Finland 9

12 Australia 6

13 France 13

14 Austria 17

15 Malta 38

dimension rank

overall rank

1 sweden 4

2 Netherlands 18

3 Denmark 12

4 Switzerland 1

5 New Zealand 5

6 Canada 2

7 Germany 7

8 Norway 10

9 United States 8

10 Finland 9

11 United Kingdom 11

12 Iceland 22

13 Australia 6

14 Austria 17

15 France 13


Environmental Friendliness

Freedom of Speech

Political Freedom



Stable Legal Environment

Tolerance

dimension rank

overall rank

1 switzerland 1

2 Sweden 4

3 Denmark 12

4 Finland 9

5 Norway 10

6 Germany 7

7 Canada 2

8 Netherlands 18

9 New Zealand 5


11 Australia 6

12 Austria 17

13 Singapore 14

14 United States 8

15 Japan 3

dimension rank

overall rank

1 Netherlands 18

2 Sweden 4

3 Finland 9

4 Denmark 12

5 Canada 2

6 Norway 10

7 New Zealand 5

8 Switzerland 1

9 Australia 6

10 Japan 3

11 Iceland 22

12 Germany 7


14 Austria 17

15 France 13


European countries dominate the Quality of Life dimension this year, with fifteen out of our top twenty five calling the region home. In another show of its growing global relevance, Switzerland overtook Sweden this year, topping the dimension as well as three of its constituent attributes: Most Like to Live In, Safety and Standard of Living.

Despite cultivating less than stellar perceptions in governance, security and civil liberties, the United Arab Emirates, Saudi Arabia and Bahrain performed well for Education System, Healthcare System and Job Opportunity—continuing an upward trend in the dimension overall.


Quality of Life

Transportation and infrastrucutre, such as this Swiss train crossing the Alps—are critical components in perceived Quality of Life.

Quality of Life represents a country’s capacity to offer gainful employment, affordable and comfortable housing, an accessible and competitive education, sufficient healthcare and security to its citizens and residents. Intrinsically linked to Value System, this dimension is about cultivating an environment that positions a country’s people to thrive. Evaluating a broad array of attributes, the 2012-13 CBI ranking for Quality of Life includes Healthcare System, Education System, Standard of Living, Safety, Job Opportunity and Most Like to Live In.


1 SWITZERLAND (+1) 1

2 DENMARK (+3) 12

3 CANADA (+3) 2

4 SWEDEN (-3) 4

5 GERMANY (+4) 7

6 FINLAND (-2) 9

7 NORWAY (-4) 10

8 JAPAN (-1) 3

9 NEW ZEALAND (+3) 5

10 AUSTRALIA (-2) 6

11 SINGAPORE 14

12 AUSTRIA (-2) 17


14 UNITED KINGDOM (-1) 11

15 UNITED STATES (-1) 8

16 FRANCE (+2) 13

17 UNITED ARAB EMIRATES (+2) 23

18 ICELAND (-1) 22

19 BELGIUM (-3) 31

20 ESTONIA (+11) 56

21 ITALY 15

22 SAUDI ARABIA (+3) 60


24 OMAN (+13) 55

25 SPAIN (-5) 19

Demonstrating the intrinsic link between a country’s economic opportunity and the overall quality of life it offers residents, the biggest leaps in this dimension came from countries with emerging markets. Estonia, for example, moved eleven places in the dimension following a new focus on public health in the face of widespread austerity measures affecting much of Europe. Malaysia is another emerging market benefitting from an investment in education and low-cost housing. In line with its ambitions to achieve a high-income developed nation status by 2020, Malaysia is making important gains in improving quality of life for its citizens and residents.

Quality of Life and Value System are also linked, as seen with China’s new focus on sustainability and resulting jump in quality of life for its citizens. As China’s economy grows and more people move from rural to urban environments, the country has an opportunity to rethink how cities are designed. Government-led initiatives to create sustainable cities have already produced jobs and a better way of life, from improved public transport to better water treatment rates. Moving thirteen places ahead for the Quality of Life dimension overall, China also saw noticeable gains in perceptions of its Healthcare System, Education System, Standard of Living, Safety and Most Like to Live In.

The majority of brands with declining scores in Quality of Life are Eastern European nations, with Albania, the Czech Republic, Romania, Serbia and Greece suffering falls between twenty six and forty five places in the dimension. Public spending cuts paired with slow progress on pensions, healthcare, wages and unemployment have left many citizens without vital services that contribute to overall quality of life.

Safety and predictability are important parts of the Quality of Life dimension. Negative perceptions around terrorism, war, crime and public health tend to have significant effects on this and other dimensions. Syria, for instance, is in the midst of a violent civil war and is currently considered the least safe country in the world. Its scores in the Value System and Quality of Life dimensions have fallen significantly.

Overall, the weakest performing brands in the Quality of Life dimension are Pakistan, Afghanistan, Syria, Vietnam and Cambodia.

ThE DIMENsIONs Of a COUNTRy BR aND QUALIT Y OF LIFE



QUALITY OF LIFE TOP 25

overall rank



Education System

Healthcare System

Job Opportunity

dimension rank

overall rank

1 sweden 4

2 Switzerland 1

3 Denmark 12

4 Finland 9

5 Germany 7

6 Norway 10

7 Canada 2

8 Japan 3

9 Singapore 14


11 France 13

12 New Zealand 5

13 Netherlands 18

14 United States 8

15 Australia 6

dimension rank

overall rank

1 sweden 4

2 Switzerland 1

3 Denmark 12

4 Canada 2

5 Finland 9

6 Norway 10

7 Germany 7

8 Japan 3

9 Australia 6

10 New Zealand 5


12 France 13

13 Netherlands 18

14 Singapore 14

15 Austria 17

dimension rank

overall rank

1 Germany 7

2 Canada 2

3 Denmark 12

4 United Arab Emirates 23

5 Switzerland 1

6 Australia 6

7 United States 8

8 United Kingdom 11

9 Austria 17

10 Singapore 14

11 New Zealand 5

12 Finland 9

13 Oman 55

14 Sweden 4

15 Qatar 72



Safety Most Like to Live in

Standard of Living

dimension rank

overall rank

1 switzerland 1

2 Sweden 4

3 Denmark 12

4 Canada 2

5 Germany 7

6 Finland 9

7 Japan 3

8 Norway 10

9 Netherlands 18

10 Australia 6

11 Singapore 14

12 New Zealand 5


14 Austria 17

15 United States 8

dimension rank

overall rank

1 switzerland 1

2 Canada 2

3 Australia 6

4 New Zealand 5

5 Denmark 12

6 Finland 9

7 Norway 10

8 Germany 7

9 Sweden 4

10 Singapore 14

11 Austria 17

12 Mauritius 20

13 United States 8

14 Japan 3

15 France 13

dimension rank

overall rank

1 switzerland 1

2 Sweden 4

3 Finland 9

4 Denmark 12

5 Canada 2

6 Norway 10

7 Singapore 14

8 New Zealand 5

9 Germany 7

10 Japan 3

11 Netherlands 18

12 Austria 17

13 Iceland 22

14 Australia 6



Good for Business evaluates a country’s ability to offer a robust and attractive business environment to both citizens and international investors alike. As with Quality of Life, this is a dimension deeply tied to Value System because where the rule of law is upheld and a sense of security and predictability is maintained, confidence in financial markets increases and brands perform at their best. The CBI measures for Good for Business include Regulatory Environment, Skilled Workforce, Advanced Technology and Investment Climate.


Good For Business

Countries encourage investment through stable governance, and by offering access to large consumer markets, good regulatory structures and competitive advantage in the supply chain. While the majority of this year’s leading Good for Business brands may not have the strongest economies, they’re all considered safe, secure environments for investment. Switzerland and Germany are considered safe havens in an ongoing European economic crisis, and as such, are the strongest performing brands in the dimension. Demonstrating stamina in a fiscally uncertain world, Switzerland is the number one

country brand for Investment Climate and Regulatory Environment, while Germany is perceived as the strongest brand for Skilled Workforce.

The movement of people, goods and resources across boundaries has made us all interdependent: countries are part of delicate economic ecosystems. Nowhere is this more apparent than in Europe, where rising sovereign debt levels in Eurozone countries have manifested in struggling markets, a wave of downgrades and an overall economic crisis. Greece and

Cyprus—both impacted by the Eurozone crisis—suffered some of the sharpest declines in last year’s Good for Business measure. This year, surprisingly enough, countries like Spain, Italy and the UK haven’t felt the impact of this crisis as sharply as Romania, down forty places; the Czech Republic, down thirty two; Bulgaria, down twenty five; Slovenia, down twenty; and Hungary, down fourteen. These nations have suffered particular declines for Investment Climate and Skilled Workforce, suggesting that perceptions around private sector innovation and entrepreneurship are lagging.

Perhaps because of its economic sovereignty, Switzerland and its Swiss Franc are performing well in the Good for Business dimension.



1 SWITZERLAND 1

2 GERMANY (+1) 7

3 JAPAN (+1) 3

4 SINGAPORE (+4) 14

5 SWEDEN (-3) 4

6 DENMARK 12

7 CANADA (+3) 2


9 FINLAND (-4) 9

10 NORWAY (-1) 10




14 AUSTRALIA (-3) 6

15 AUSTRIA (-3) 17

16 FRANCE 13


18 ISRAEL (-3) 27

19 BELGIUM (-2) 31

20 ICELAND (-1) 22

21 ESTONIA (+5) 56

22 BERMUDA (+9) 24

23 ITALY 15

24 SPAIN (+1) 19

25 IRELAND (-3) 21

ThE DIMENsIONs Of a COUNTRy BR aND GOOD FOR BUSINESS

Alternately, countries that haven’t consolidated under a single currency—like the UAE and Singapore—have been able to set up free trade unions that maintain their sovereignty while helping them grow. This has had positive effects on their Good for Business placement, with all three nations rising up the ranks, particularly for the Regulatory Environment attribute.

In any country, a growing middle class means more market opportunities, economic diversity, publicly funded projects and social cohesion. For that reason, Estonia’s emerging market has seen improvements in every attribute of the Good for Business dimension this year, climbing five places overall. China and Malaysia also improved ten places each, now ranked thirty-first and twenty-ninth respectively. African nations Tanzania, Senegal, Zimbabwe, Namibia and Uganda are also among the biggest rising stars in the dimension. While a burgeoning middle class in Africa may be debatable among experts, many acknowledge that the region is an untapped market. Home to more than a billion people, Africa is getting attention from top businesses and brands eager to expand.

Underscoring the connection between Quality of Life and Good for Business, the economic possibilities of a young and educated population can certainly help cultivate an attractive business climate. For that very reason, Oman, up thirty five places; Bahrain, up eighteen places; and Lebanon, up twelve places, have all started to stabilize following dramatic falls in the dimension last year.

Countries all over the world are showing weakening perceptions of this dimension, be it because of political instability, security concerns, economic turmoil or high-levels of state control. Notable declines in the dimension include Sudan, Nigeria, the Congo, Egypt and Iran. And overall, the weakest-performing country brands for Good for Business are Pakistan, Afghanistan, Syria, Vietnam and Cambodia.

GOOD FOR BUSINESS TOP 25

overall rank


dimension rank

overall rank

1 switzerland 1

2 Denmark 12

3 Norway 10

4 Canada 2

5 Sweden 4

6 Germany 7

7 Singapore 14

8 Japan 3

9 Finland 9

10 Netherlands 18

11 New Zealand 5


13 Austria 17

14 Australia 6

15 United States 8

dimension rank

overall rank

1 switzerland 1

2 Singapore 14

3 Germany 7

4 Japan 3

5 Canada 2


7 United States 8

8 Australia 6

9 Austria 17

10 Denmark 12

11 Finland 9

12 Sweden 4

13 Saudi Arabia 60

14 France 13

15 Norway 10


dimension rank

overall rank

1 Japan 3

2 United States 8

3 Germany 7

4 Sweden 4

5 Switzerland 1

6 Singapore 14


8 Canada 2

9 Netherlands 18


11 Finland 9

12 Denmark 12

13 Israel 27

14 France 13

15 Norway 10

Advanced Technology

Investment Climate

Regulatory Environment


dimension rank

overall rank

1 Germany 7

2 Japan 3

3 Denmark 12

4 Sweden 4

5 Switzerland 1

6 Finland 9

7 Canada 2

8 Singapore 14

9 Norway 10

10 United States 8


12 Australia 6

13 Austria 17

14 Netherlands 18

15 France 13


Skilled Workforce


From history and language to art and cultural attractions, Heritage and Culture is the culmination and expression of a country’s own unique cultural assets. Intrinsically linked to Tourism , the Heritage and Culture dimension reflect a country’s commitment to responsible infrastructure projects that support travel and tourism, while protecting the legacy on which their societies and way of life have been built. The 2012-13 CBI ranking for Heritage and Culture includes History, Art and Culture, Authenticity and Natural Beauty.


Heritage and Culture

Heritage and Culture celebrates strong brands from around the world. From Europe’s iconic destinations, to Asia’s authentic beauty, to the beaches of Oceania, to the history of the Middle East, this is a dimension that knows no boundaries.

Italy and France have traditionally performed well in this dimension, and continue to hold strong at number one and two respectively. Switzerland and the United Kingdom have each moved seven places ahead, and the latter has proven to be a strong contender across the dimension overall.

The Roman Forum in Italy is one of Europe’s most prized cultural landmarks.


1 ITALY 15

2 FRANCE 13

3 JAPAN (+3) 3



6 PERU (-2) 40

7 GERMANY (+11) 7

8 ISRAEL (-5) 27

9 EGYPT (-1) 58

10 CANADA (+15) 2

11 SPAIN (-4) 19

12 SWEDEN (+1) 4

13 AUSTRIA (-4) 17


15 NORWAY (+1) 10

16 FINLAND (+8) 9

17 IRELAND (-3) 21

18 GREECE (-13) 39

19 TURKEY (+7) 45

20 AUSTRALIA (+8) 6


22 DENMARK (+5) 12

23 NEPAL (-6) 70


25 MOROCCO (+9) 61

ThE DIMENsIONs Of a COUNTRy BR aND HERITAGE AND CULTURE

After the year’s festivities, it appears the London 2012 Games helped communicate a compelling story around the UK’s ambitions and what it means to live in modern Britain.

Promoting a country’s heritage often falls to both public and private entities, including the influence of iconic brands that operate across borders and draw from well-defined and established associations. Despite a record of underperforming in the dimension, it is interesting to note that Canada and Australia have made important gains this year—signaling an opportunity to better leverage assets both countries possess but were not previously recognized for.

Continuing a two-year upward trend in Heritage and Culture, a number of Eastern European countries have been climbing the rankings. With more Russian travelers to the region, a general shift in focus from West to East and co-hosting the UEFA Euro 2012 Cup, Ukraine jumped nineteen places to sixty four. Additionally, Estonia advanced ten places to forty seven in the dimension overall.

While, the weakest-performing country brands for Heritage and Culture are Afghanistan, Somalia, the Philippines, Qatar and Albania, every country in the world—including these—has its own unique heritage and culture to express. The challenge is turning real assets into perceived strengths through clear and consistent communications. As such, Heritage and Culture is the dimension in CBI where every country has an opportunity to change.


HERITAGE AND CULTURE TOP 25

overall rank



dimension rank

overall rank

1 Italy 15

2 France 13

3 Japan 3

4 Spain 19

5 United Kingdom 11

6 Germany 7

7 Egypt 58

8 Peru 40

9 Israel 27

10 Switzerland 1

11 Greece 39

12 Austria 17

13 Netherlands 18

14 Sweden 4

15 Canada 2

dimension rank

overall rank

1 Italy 15

2 Egypt 58

3 Israel 27

4 France 13

5 United Kingdom 11

6 Greece 39

7 Germany 7

8 Japan 3

9 Peru 40

10 Turkey 45

11 Spain 19

12 Austria 17

13 Ireland 21

14 China 66

15 Cambodia 87

dimension rank

overall rank

1 Japan 3

2 Norway 10

3 Switzerland 1

4 Sweden 4

5 New Zealand 5

6 Finland 9

7 Germany 7

8 Israel 27

9 Fiji 35

10 Maldives 16

11 Iceland 22

12 Canada 2

13 Australia 6

14 Peru 40

15 France 13

Art andCulture

Authenticity History



NaturalBeauty

dimension rank

overall rank

1 switzerland 1

2 Mauritius 20

3 Finland 9

4 Maldives 16

5 New Zealand 5

6 Canada 2

7 Sweden 4

8 Norway 10

9 Australia 6

10 Fiji 35

11 Italy 15

12 Bermuda 24

13 Austria 17

14 Iceland 22

15 Dominican Republic 53


Tourism is a global industry that plays an important, vital role for countries large and small. Potentially bringing income on goods and services and GDP growth in general, the industry can help bolster job creation and drive innovation across a variety of businesses. Closely linked to the Heritage and Culture dimension, the 2012-13 CBI measures for Tourism include Resort and Lodging Options, Food, Attractions, Value for Money, Beaches, Nightlife and Shopping.


Tourism

While Italy has fallen out of CBI’s top ten overall ranking for the first time this year, the country brand remains a quintessential European destination—and indeed ranks first in Tourism. From Milan and Rome to Florence and Sicily, Italy is a country celebrated the world over for its Heritage and Culture, a dimension that is intrinsically linked to its assets as a premium tourist destination. Still perceived as the strongest brand for Food, Italy is also the number three brand for Attractions and the number fifteen brand for Resort and Lodging Options.

Japan has managed to maintain its reputation as a world-class brand, especially for Tourism, perceived as the second strongest brand in the

The Grand Canal in Venice is a major draw in Italy’s well-performing tourism industry.


ThE DIMENsIONs Of a COUNTRy BR aND TOURISM

dimension overall, the strongest brand in the world for Attractions, third strongest for Food and sixth for Value for Money. Despite 2011’s devastating natural disaster, nuclear emergency and economic fallout, brand Japan has generated enough goodwill over the past decades to perform well in this category indefinitely.

Cultural assets are major drivers of tourism. It's no surprise then that fifteen out of the top twenty countries in Attractions also appear in the top twenty for Heritage and Culture. We see this especially in countries like Fiji, Mauritius, the Bahamas and Bermuda, which have all experienced sharp improvements in the Heritage and Culture dimension overall, as well as within Tourism.

Other important drivers in this dimension are affordability and stable exchange rates. As such, countries that consistently perform well for Value for Money–like Thailand, Malaysia, the US and Japan—are also consistently high ranking in the dimension overall. Perceived as safe havens in the face of the Eurozone crisis, Germany, Switzerland and Sweden have also made significant gains for the Value for Money attribute.

Despite major investments in tourism, both brand Australia and New Zealand fell two places in the dimension, consequently knocking New Zealand out of the top ten for the first time since CBI’s inception. While perceptions around

Value for Money improved for both countries, Consideration among our experts has declined for both. Australia remains the number one country brand in the world for Advocacy, however, indicating that the brand continues to deliver on and exceed expectations for business and leisure travelers alike.

From Bahamas’ pink sand beaches, to Germany’s urban nightlife, to Canada’s world-class ski resorts, a diverse group of countries shine for the Resort and Lodging Options attribute this year. Despite this variety, a demand for luxury brands and experiences remains a consistent driver, with Mauritius, Switzerland, the Maldives, Fiji and the UAE leading the pack.

As for the other dimensions of CBI, weak perceptions around safety can have a negative and very real effect on a traveler’s willingness to visit. We see this in countries like Guatemala, Vietnam, the Philippines and Kenya—all ranked above one hundred—that, despite having major attractions to their credit, fail to perform well in the dimension overall. Exceptions include Egypt, Jamaica and Indonesia—also nations that rank one hundred and above for Safety but perform relatively well in Tourism.

The weakest performing country brands for Tourism include Afghanistan, Pakistan, Somalia, Iran and Libya. * DATA IN PARENTHESES DEPICTS MOVEMENT FROM LAST YEAR

TOURISM TOP 25

1 ITALY (+1) 15

2 JAPAN (-1) 3

3 FRANCE (+2) 13



6 CANADA (+7) 2

7 GERMANY (+5) 7

8 THAILAND (-1) 26

9 MAURITIUS (+2) 20

10 AUSTRALIA (-2) 6

11 NEW ZEALAND (-2) 5


13 AUSTRIA (+4) 17

14 SWEDEN (+1) 4

15 SPAIN (-12) 19

16 MALAYSIA (+5) 36

17 FIJI (+23) 35

18 SINGAPORE 14


20 MALDIVES (-10) 16

21 NORWAY (+6) 10

22 BAHAMAS (+35) 37

23 DENMARK (+10) 12

24 BERMUDA (+26) 24

25 TURKEY (-5) 45

overall rank



dimension rank

overall rank

1 Thailand 26

2 Malaysia 36

3 Germany 7

4 Canada 2

5 United States 8

6 Japan 3

7 Australia 6

8 New Zealand 5

9 Fiji 35

10 Switzerland 1


12 Belize 46

13 Mauritius 20

14 Costa Rica 25

15 Sweden 4

Value forMoney

dimension rank

overall rank

1 Mauritius 20

2 Switzerland 1

3 Maldives 16

4 Fiji 35


6 Dominican Republic 53

7 Australia 6

8 United States 8

9 Bahamas 37

10 Canada 2

11 Germany 7

12 Sweden 4

13 New Zealand 5

14 France 13

15 Italy 15

dimension rank

overall rank

1 Japan 3

2 United States 8

3 Italy 15

4 France 13

5 Switzerland 1

6 Canada 2

7 United Kingdom 11

8 New Zealand 5

9 Egypt 58

10 Australia 6

11 Fiji 35

12 Germany 7


14 Israel 27

15 Spain 19

Attractions Resort and Lodging Options



dimension rank

overall rank

1 Italy 15

2 France 13

3 Japan 3

4 Singapore 14

5 Austria 17

6 Spain 19

7 Switzerland 1

8 Germany 7

9 Taiwan 50

10 Thailand 26

11 Canada 2

12 Sweden 4

13 Mauritius 20

14 Estonia 56

15 Argentina 30

Food

dimension rank

overall rank

1 United states 8

2 France 13

3 Italy 15

4 United Kingdom 11

5 Japan 3

6 China 66

7 Germany 7


9 Australia 6

10 Singapore 14

11 Thailand 26

12 Canada 2

13 South Korea 49

14 India 42

15 Spain 19

Shopping*Scores for this attribute did not contribute to overall rankings

dimension rank

overall rank

1 australia 6

2 Bahamas 37

3 Maldives 16

4 Brazil 28

5 United States 8

6 Fiji 35

7 Barbados 29

8 Greece 39

9 Mauritius 20

10 Thailand 26

11 Mexico 51

12 Italy 15

13 France 13

14 Spain 19

15 Turkey 45

Beach*Scores for this attribute did not contribute to overall rankings



dimension rank

overall rank

1 United states 8

2 Brazil 28

3 France 13

4 United Kingdom 11

5 Australia 6

6 Spain 19

7 Germany 7

8 Italy 15

9 Thailand 26

10 Japan 3

11 Argentina 30

12 Canada 2

13 Netherlands 18

14 China 66

15 Singapore 14

Nightlife*Scores for this attribute did not contribute to overall rankings


Steve McDonald Director Woodrow Wilson International Center for Scholars:

“We already have a new world order. If you don’t already know that then you aren’t paying attention.”


Future Forward

Introduction 94

New World Order 95

The ‘Made in…’ Movement 96

Global Urbanization 97

The New Consumer 98


Exactly how the world will change is uncertain, but change itself is a certainty.

The increasing connectivity of the world and the redistribution of regional influence will give rise to new players, new opportunities and new definitions of success. In this section, we’ve identified the big global movements currently underway and how these trends will shape our future—from how we understand and navigate the world, to where we decide to travel and live, to how we do business and their trigger-effect on other areas of the world.

fUTURE fORwaRD

© FutureBrand, All Rights Reserved 95Country Brand Index 2012–13

Known by many names, tomorrow’s emerging markets may help us understand the world today.In recent years, much attention and countless naming conventions have been given to new, conveniently-connected country bundles. BRIC, N-11, MIKT, BRICS, MIST, CIVETS, EAGLE—not to mention the G7, G8, G8+5, G20. The list goes on. And in all probability, it will continue to grow.

But that’s not to say these groupings aren’t problematic. Oftentimes, countries are bundled in ways that are by no means natural or even formalized. Organized around subjective principles and popular political, economic or social associations, these groupings are often conceived by private-interest parties, such as Goldman Sachs.

Take the BRIC countries as an example. It’s been predicted that by 2050, Brazil, Russia, India and China will eclipse the combined economies of today’s richest nations. Those predictions are

based on two important factors: global land area—of which the BRIC nations occupy nearly a quarter—and population, of which they constitute approximately 40 percent. These are clearly significant deciders, but they aren’t necessarily conclusive proof points in predicting the future of the global economy.

Case in point, Russia—a linchpin in the theory of BRIC. There’s no doubt that Russia is a wealthy nation rich in energy and raw materials. But the country’s declining power hasn’t gone unnoticed. As one of our regional experts put it, “I would paint the future of this region red.” Faced with a shrinking population, the widespread exodus of its top talent, government corruption and closed foreign policy, Russia’s economic potential is being significantly undercut. Additionally, we may be overestimating the connection between BRIC nations.

But there’s still something to be gleaned from the current proliferation of country bundles. First and foremost, while grouping nations together may not help us predict every facet of that group’s future, the act does represent an expected shift in influence. Groupings (and their related acronyms)

symbolize a move in power away from the West. During a time when the EU—easily the most iconic and formalized bloc of nations—faces economic and political unrest, there’s a hunt on to identify the next source of global influence.

Just as interestingly, many of these topical countries are now attempting to capitalize on their given acronyms by using them as marketing tools and a source of identity. In some cases, countries are reverse engineering their names in an attempt to translate a loose grouping into formal alliances and geopolitical clout. And of course, private-interest parties, specifically in investment, will also continue to benefit by co-opting these groupings as means to promote their emerging market strategies.

How accurate and valid these predictive acronyms are remains to be seen, but the benefits of being coined as the next emerging power are undeniable. It’s a case of collective country branding at its best.

New World OrderfUTURE fORwaRD

Background: The Red Square, Moscow, Russia



Country of origin labels are nothing new. And yet, the ubiquity of the phrase “Made in…” has piqued our interest in recent years.

Part of that has to do with a growing interest and awareness in the provenance of consumer goods. Rising globalization and sharp increases in demand have forced countries to outsource jobs and manufacturing—thus creating a backlash response for all things local. Tied to our civic, social and environmental sense of responsibility, the movement to bring production back to our town, region or country is a powerful one.

But “Made in…” labels have also become a status badge. Where once the source of an item felt like an afterthought, today, it’s a sought-out and well-publicized quality. And what’s more, country labels have become shorthand for a type of style, ingredient, process or entire industry, as with Scandinavia and the United States.

Scandinavia conjures associations of modern, minimal and well-crafted furniture made with natural materials. Brands like IKEA—which has helped make Sweden synonymous with

affordable design—have defined the collective style and product identity of this region for the world. So much so that the region is now treated as a brand unto itself: Brand Scandinavia.

Similarly, the “Made in USA” label has seen a revival in popularity—and in many ways, undergone a rebranding of its own. Products linked to the United States cue heritage, durability and ruggedness, especially in apparel. Companies like American Apparel are part of a wave of new product brands and retailers that refer to their US-origins directly—speaking perhaps to the country’s overall brand strength and sense of identity.

For those that follow country brands, this trend signals a shift wherein a country brand, in its most literal form, shares equal billing with a product brand. Because products and their provenance don’t just speak for themselves: they speak for a country in its entirety.

The ‘Made in…’ MovementfUTURE fORwaRD

Background: Denim factory in Los Angeles, USA

As the global chain of production grows, consumers seek out items that recommend a sense of place.



Cities are undeniably the nerve centers of a country. They’re home to economic development, a major source of GDP and even a country’s most significant cultural export. Warranted or not, to the outside world, a country’s cities act as symbols and ambassadors to understand the entire country.

Today, over 50% of the world’s population lives in cities. A mass migration from rural to urban areas is projected to continue as emerging nations industrialize and create more jobs in city centers. This kind of exponential growth issues an important challenge: how to support and sustain a rapidly increasing urban population that consumes land, energy and food? The right infrastructure—sewers, schools, transportation networks, power plants, hospitals—is key to helping integrate rural migrants into the nation’s economy, and make a city’s growth sustainable.

We’re beginning to see cities respond to these challenges by evolving their urban landscapes through innovative planning that spawns a new generation of leaders. The model cities of yesterday—Los Angeles, Chicago, Prague, Warsaw, Bucharest—feature auto-centric design,

decentralized layouts and a focus on “Western,” market-driven values. Today, these cities are suffering from their inefficient allocation of scarce resources.

The city of tomorrow will place a much higher premium on quality of life for its residents—prioritizing walkability, 24-hour access, public spaces and inclusive transportation networks. Cities leading this paradigm shift are predominantly non-Western and include Medellin, Colombia; Johannesburg, South Africa; Guangzhou, China; Hong Kong, China; Seoul, South Korea; Abu Dhabi, UAE; Zurich, Switzerland; and Copenhagen, Denmark.

Cities act as a true gateway to a nation, and are integral in shaping national identity. The quality and impact of these emerging cities will determine how tourists, investors and global citizens judge the countries they call home—and the brands behind them.

Global UrbanizationfUTURE fORwaRD

“Countries are nothing without their cities.”

–Eric Goldwyn Urban Planner Columbia University

Background: São Paulo, Brazil

97© FutureBrand, All Rights ReservedCountry Brand Index 2012–13

© FutureBrand, All Rights Reserved 98Country Brand Index 2012–13Country Brand Index 2012–13 © FutureBrand, All Rights Reserved 98

As the middle class grows, so do the industries and brands that serve it.

In the midst of economic development and increasing prosperity among emerging countries, the world is getting to know a growing middle class—ultimately creating a sizable consumer base that holds real purchasing power.

Today’s projections indicate that the world’s middle class could very soon comprise over half of the global population. This impressive growth will raise per capita income around the world—even doubling in emerging markets—with a corresponding rise in potential consumption spending.

On their own, four sectors—banking, consumer goods, high tech and retail—have the potential to reach revenues of more than $100 billion each. What does this mean for companies looking to profit from the rise of global consumers? It means, most importantly, addressing the

is estimated to grow exponentially by 2020. A marked transition from export-led economies to consumption-led economies does have its drawbacks; for example, the price of consumer goods and essentials, such as food, has being driven up drastically; the environmental impact of growing consumerism will be widespread and lasting; and migration and urbanization patterns will strain both public and private sectors.

The big question that remains to be answered? Just how to harness this new generation of consumers.

changing composition of the middle class. Future middle-class markets will be dominated by Asia, with four of the largest being India, China, Japan and Indonesia. This shifting dynamic calls for a reimagining of middle-class values and aspirations, making it necessary for companies to appeal to a consumer audience spanning a wide range of cultures, ethnicities and value systems.

Second, the approach to business and innovation in these areas will need to evolve—and quickly. The old paradigm of proving goods in mature markets prior to export won’t be successful in emerging markets. Instead, these new customers will demand priority access to innovations and products tailored to their specific needs. In contrast to the past, where imported foreign goods were the sole option, domestic companies are holding their own in vying for their place in the global consumption boom. Some of the most successful challengers include Baidu (vs. Google), Lenovo (vs. Dell) and China Mobile (vs. T-Mobile).

Finally, the growing consumer class will have far-reaching implications across multiple sectors—from tourism and housing to healthcare and luxury goods. Outbound tourism alone

fUTURE fORwaRD

The New Consumer

Background: Guangzhou, China

Country Brand Index 2012-13 © FutureBrand, All Rights Reserved 99

Appendix

Global Experts and Opinion Formers 100

Additional Contributors 101

Additional Sources 102

The 2012-13 Editorial Team 103

About FutureBrand 104

Contact 105

Full List Of Countries 106


Global Experts and Opinion Formers

alexander Cooley

Department Chair and Professor

Department of Political Science

Barnard College, Columbia University

ambassador lino Gutierrez

President

Gutierrez Global, LLC

ambassador Mark p. lagon

Professor in the Practice of International Affairs

Master of Science in Foreign Service Program

Georgetown University

David King

Assistant Professor of Urban Planning

Columbia University

Edward M. Barrows

Professor of Biology

Director of the Center for the Environment

Georgetown University

Eric Goldwyn

Doctoral Candidate in Urban Planning

Columbia University

franz-stefan Gady

Associate

EastWest Institute

Gail harris

Retired Naval Captain and Author

Cyber Warfare Specialist

hossein G. askari

Iran Professor of International Business and

International Affairs

George Washington University

Kenneth p. Green

Resident Scholar

American Enterprise Institute for

Public Policy Research

Kimberly Marten

Acting Director, Harriman Institute

Professor, Department of Political Science

Barnard College, Columbia University

Matthew Rojansky

Deputy Director

Russia and Eurasia Program

Carnegie Endowment for International Peace

Rami G. Khouri

Director

Issam Fares Institute for Public Policy and

International Affairs

American University of Beirut

Robert Cervero

Professor, Department of City and Regional Planning

University of California, Berkeley

sadanand Dhume

Resident Fellow

American Enterprise Institute for

Public Policy Research

steve McDonald

Director

Africa Program and Project on Leadership and

Building State Capacity

Woodrow Wilson International Center for Scholars

Thomas M. sanderson

Co-Director and Senior Fellow

Transnational Threats Project

Center for Strategic and International Studies

Tom Vanderbilt

Author and Journalist

william E. pomeranz

Deputy Director

Kennan Institute

Woodrow Wilson International Center for Scholars

Additional experts in Latin American affairs,

Middle Eastern affairs and Urban Planning and

Transportation Systems

appENDIX


Additional Contributors

albert lam

Asia Pacific Operations Manager

Parcel Pro

Hong Kong

alfredo Babun

General Manager, Chile and Peru

Air Canada

Chile

andrés almeida

Editorial Sub-Director

AméricaEconomía Intelligence

Chile

antony strianese

DB&I Marketing Director Region

Asia, Africa and Australia

Barilla

Singapore

Brian wong

Investment Analyst

Fidelity

Hong Kong

Chester hui

Associate

Berwin Leighton Paisner

Hong Kong

David Irvine

Operations Director

Logiworx

Australia

Drew williams

Partner

Aragon Capital Pty, Ltd.

Australia

Emanuele sacerdote

Managing Director

Cappellificio Cervo

Italy

freddy fernando

Director

Fundación Trekking Chile

Chile

Giacomo Toscani

CEO

YOBE

Italy

Giselle Della Mea

CEO and Founder

3 Vectores and Innodriven

Uruguay

Giulia Ceriani

President

Baba

Italy

Ilaria Curti

In-Store Marketing Group

Manager

P&G

Italy

John Mora williams

Partner and Executive Manager

theglobaldit

Spain

Jordi Busquets

Director

JJB Tourism Consulting

Argentina

José a. franco Martínez

General Director

Desarrollo e Investigaciones

Turísticas, SL

Spain

Justin phua

Vice President

Citigroup

Hong Kong

luigi Rubinelli

Journalist

RetailWatch

Italy

Mara seminario

Peru

Morena Rossi

HR Manager

S&S

Italy

Neira Guzmán

Director

Fundación Trekking Chile

Chile

perry lam

Managing Director

Double Rise Development, Ltd.

Hong Kong

pietro sorce

Client Services Director

Mosaicoon

Italy

polo Guilbert-wright

Public Affairs Counsel

Weber-Shandwick

Australia

Renee Chu

Strategy Manager, Institutional

and International Banking

ANZ

Hong Kong

Rossitza Ohridska-Olson

President

Vizantia Enterprises, Inc.

USA and Bulgaria

sean hughes

Senior Advisor

Nuri Group

Singapore

sean Nicholls

Managing Director

Octagon

Australia

silvia scherini

Senior Strategic Planner

TBWA

Italy

soledad aguado

Editorial Director

Huéspedes Magazine.

Argentina

stefano augello

Strategy Director

Elvis

Singapore

appENDIX


appENDIX

Additional Sources

Al Jazeera

AllAfrica.com

Balticbusinessnews

Bloomberg

Business Week

CDC website

CIA World Factbook

CNN

Economic Times

Fast Company

Financial Times

Forbes

Foreign Policy

Freedom House website

GulfBusiness website

Human Rights Watch

IMF website

McKinsey Quarterly

Monocle

MSNBC

OECD website

Reporters Without Borders

Reuters

State Department website

The BBC

The Economist

The Guardian

National Geographic

The New York Times

The Wall Street Journal

The Washington Post

UN World Happiness Report

UNDP website

USA Today

Voice of America News

WHO website

Wired

World Bank website

World Economic Forum

www.EUBusiness.com

www.Iptv-news.com


The 2012-13 Editorial Team

Strategic DirectionChris Nurko Tom adams Daniel Rosentreter

Editorial and Content DirectionVictoria Berry

Content DevelopmentKate hamiltonpatrick attenasioVeronique Bergeron Jillian Gallagher

Research Direction andContent Developmentann smith

DesignDoug sellersMike williams Juan Diego sotoBrendan O'Neill

Project Management samantha Eliot

MarketingJack arrowsmith

appENDIX


FutureBrand is a global brand consultancy built on an inimitable focus on innovation and the future. Spanning 17 offices, FutureBrand’s capabilities cover everything a brand needs to stay ahead from measuring actual and potential brand value, to defining breakthrough brand strategies and creating powerful brand designs.

We have been pioneers in country and destination branding for more than a decade, working with Australia, Argentina, Peru, Singapore, Mexico, Saint Lucia, Dubai and Qatar, to name a few, as well as shaping a number of country-branded export products—including flag carrier airlines—and helping to brand cities, regions and major national corporations.

About FutureBrandappENDIX


Europe, Middle East and africa

Jack ArrowsmithBusiness Development and Marketing ManagerFutureBrand [email protected]

North america

Mindy SabellaDirector of Business DevelopmentFutureBrand North [email protected]

latin america

Gustavo Koniszczer Managing DirectorFutureBrand Spanish Latin [email protected]

asia pacific

Victoria BerrySenior StrategistFutureBrand [email protected]

For more information about the 2012-13 CBI, marketing seminars, FutureBrand’s services or to purchase customized data, please contact:

ContactappENDIX


appENDIX

Full List Of Countriesrank 2012 Country

rank 2011

rank 2010

1 switzerland 2 5

2 Canada 1 1

3 Japan 4 6

4 sweden 7 10

5 New Zealand 3 3

6 australia 5 2

7 Germany 11 11

8 United states 6 4

9 finland 8 8

10 Norway 12 13

11 United Kingdom 13 9

12 Denmark 15 19

13 france 9 7

14 singapore 16 15

15 Italy 10 12

16 Maldives 18 16

17 austria 17 20

18 Netherlands 23 25

19 spain 14 14

20 Mauritius 22 21

21 Ireland 20 17

22 Iceland 19 24

23 United arab Emirates 25 28

24 Bermuda 21 18

25 Costa Rica 24 27

26 Thailand 26 26

27 Israel 28 30

28 Brazil 31 41

29 Barbados 36 32

30 argentina 32 33

31 Belgium 33 34

32 portugal 30 29

33 st. lucia 39 35

34 Chile 34 40

35 fiji 45 39

36 Malaysia 43 42

37 Bahamas 41 37

38 Malta 51 64

39 Greece 27 22

40 peru 44 47

rank 2012 Country

rank 2011

rank 2010

41 Croatia 40 49

42 India 29 23

43 south africa 35 31

44 Czech Republic 38 43

45 Turkey 48 55

46 Belize 49 46

47 Cyprus 46 45

48 Namibia 37 36

49 south Korea 42 44

50 Taiwan NA NA

51 Mexico 47 48

52 Uruguay 50 53

53 Dominican Republic 55 38

54 Trinidad & Tobago 54 52

55 Oman 58 57

56 Estonia 66 89

57 Cuba 56 50

58 Egypt 57 58

59 Botswana 53 51

60 saudi arabia 69 69

61 Morocco 62 60

62 Jamaica 64 62

63 slovenia 52 54

64 panama 67 67

65 hungary 60 66

66 China 65 56

67 sri lanka NA NA

68 Tanzania 68 73

69 Vietnam 59 63

70 Nepal 61 59

71 lebanon 63 71

72 Qatar 72 70

73 slovakia 74 79

74 Kenya 77 68

75 poland 79 82

76 Jordan 71 75

77 Ecuador 75 74

78 Indonesia 76 72

79 Bulgaria 70 76

80 Cameroon 87 97

rank 2012 Country

rank 2011

rank 2010

81 laos 80 88

82 Bosnia + herzegovina NA NA

83 Russia 82 81

84 Bahrain 94 80

85 Colombia 89 85

86 Venezuela 84 77

87 Cambodia 83 90

88 sierra leone 86 94

89 Mozambique 88 95

90 senegal 104 103

91 Tunisia 98 83

92 Bolivia 96 NA

93 Guatemala 81 86

94 albania 73 61

95 philippines 78 65

96 honduras 90 NA

97 Uganda 99 91

98 Ukraine 105 99

99 Ghana 91 78

100 Romania 101 92

101 algeria 85 100

102 Ethiopia 95 96

103 sudan 93 101

104 paraguay 106 NA

105 Nicaragua 100 98

106 DR Congo 103 107

107 El salvador 109 105

108 serbia 97 84

109 Nigeria 108 106

110 Bangladesh 107 102

111 syria 92 87

112 Rwanda 102 93

113 Zimbabwe 112 110

114 libya 110 104

115 Iran 111 109

116 somalia NA NA

117 pakistan 113 108

118 afghanistan NA NA

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